The Hoopla launch brand ad celebrating ‘the smarter woman’

The Hoopla has launched a new brand ad ending with the tagline Fuck.Right.Off. which CEO Jane Waterhouse said is about them “putting our stake in the ground” that the brand is “for the smarter woman” .

Created in-house and edited by Post Produktiv, it features images of well-known women from across various fields, including former Prime Minister Julia Gillard and comedian Corinne Grant, matched with quotes from their past that were attempts by men to put them down.

“It’s certainly not meant to be a negative statement in any way about men,” Waterhouse said, explaining almost 25 per cent of the new subscribers since the launch of the site’s paywall have been men.

“This isn’t about having a go at people, it’s just about playing in a level playing field. People say women shouldn’t swear, we think it’s ok for women to swear if it’s ok for men to swear.

“It always needed to be a celebration of women who are moving ahead and doing things in what’s often considered a male role. We wanted it to be a celebration of that. It’s a way of making it very clear that we are for the smarter woman.”

Waterhouse added the site is attracting a wider demographic, with its initial women 35 plus demographic starting to expand as the site attracts 25 to 35 year olds “who are looking for an alternative to mainstream media”.

“Most women watch it and cry and then punch the air and that’s a beautiful reaction for us. For us it’s just about equality.”

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