Ad Nut
Jan 4, 2017

Eyes that speak out against female stereotypes

Pegavision's interactive film rewards eye rolling.

Depending on their perception on how women should behave, viewers watching an ad by contact lens maker Pegavision and J. Walter Thompson Taipei may be able to trigger a reversal of female stereotypes.

The campaign's interactive site has an eye-control function that activates if viewers consent to let the site access the front camera on their device. Statements perpetuating female stereotypes at the beginnning of the video are intended to provoke an eye-roll, which activates an empowering alteration of the video. 

Alternatively, viewers can indicate their disagreement with the statements by moving their mouse. 

The campaign which ran from 14 October to 17 November last year, drew on global research by J. Walter Thompson as part of its Female Tribes project. Six different trial packs of Pegavision's disposable contacts were promoted in the campaign with hashtags such as #OneNightStands for daily disposable lense and I wear #Imperfection. 

Ad Nut doesn't really get the human obsession for women to have long hair and get married by a certain age, and therefore applauds this campaign for calling on women to shed their own invisible stereotypes and care less about what others think of them. Alongside SK-II's hugely successful Marriage Market Takeover from last year, Ad Nut likes what Ad Nut sees: more positive messages for young women.

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

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