Empower up

Canadian agency John St has developed a reputation for skewering the latest marketing trends with its parody videos. So far it’s taken aim at click farming, real-time marketing, fear-inducing experiential and the internet’s undying love of cats. And now it’s released another gem showing how it can co-opt the idea of female empowerment that brands like Dove and Always have tapped into and prey on female insecurities to help sell more stuff. 

Extra points for the poster, ‘If she’s crying, she’s buying’ and clam art. in the background.