With the #MeToo movement, a new form of advertising rejects female stereotypes. In femvertising, marketers attempt to understand the issues affecting women in order to establish a genuine connection. Several brands have failed. But, RAM Trucks’ new ad campaign blends fearless female athletes splashing through wind and water with nurturing mother-child moments.
Courtesy Of RAM Trucks
In this ad campaign, “Courage Is Already Inside,” RAM Trucks presents women living their lives with careers and family. Meredith Klenkel writes in PRNews. “Femvertising will lead to a move away from male-focused marketing tactics based largely on sexual conquest. And rather than losing appeal to male clientele, brands can translate their value in a proportionately powerful manner by pushing against sexism.”