GoldieBlox continues its campaign promoting its line of toys that empower girls, this time depicting an assembly line turning out perfect looking stereotypical girl dolls–as well as similarly dressed girls to play with each doll. However one nonconformist girl–dressed like a construction worker, wearing a tool belt and holding a hammer–enters the procession of girls lined up to receive their perfect fashion model dolls. The hammer strikes a blow for independence, bringing the automated assembly line to a halt, and spurring the creation of a new action figure for girls, which resembles the tool belt-wearing, hammer-wielding freedom fighter.
The action is all set to the soundtrack of Metric's "Help I'm Alive."
Megan Griffiths of production house Society directed this video, heading a largely female crew–including PA assistance through nonprofit media training program for women, Reel Grrls.