Marie Claire reimagines retro ads to ‘right past wrongs’

March 6, 2020 8:41

To mark International Women’s Day on 8 March, Marie Claire magazine will be printing a range of reimagined advertisements from previous decades in its April issue, in an attempt to right past wrongs.

Marie Claire challenged agencies Ogilvy, Clemenger BBDO and 303 Mullen Lowe to revitalise old, sexist ads which bore slogans such as “This is no shape for a girl”, “For that ‘natural’ look men look for”, “You’ll be happier with a hoover” and “Keep her where she belongs”.

This reimagined ad from 303 Mullen Lowe references the accusations against Harvey Weinstein

The reworked ads challenge the stereotype that women need to make themselves look good for men, ideas of the ‘perfect body type’ and sexist imagery of women.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Zoe Wilkinson

Zoe Wilkinson was a reporter at Mumbrella and the producer of the Mumbrellacast from March 2019 to May 2021.

Topics