Doing it right

In response to yesterday's post about an atrocious attempt to attract girls to science, here's a spot from TBWA/Chiat/Day and Gatorade that attempts to prevent girls from dropping out of sports programs.



It's not ground breaking, it's not ultra hip, and even though it uses similar imagery to the science video, it doesn't pander.

What it does is effectively communicate the objective and gives you a reason to seek out more information without embarrassing its creators or the people their trying to influence.