“Don’t call me a female boxer. I’m a boxer.” That’s a line from a new, powerful commercial “I’m a Boxer,” made by Everlast. The ad tackles the ongoing sexism that is faced by women in athletics, and brings attention to the trend of women’s career titles being unnecessarily genderized.
Director Claire Edmondson, a Toronto-based filmmaker, was inspired to write the script from her own personal experiences of constantly being referred to as a “female director,” instead of just “director.”
In an interview with Huffington Post, Ms. Edmonson said she wants to inspire and empower young girls, “I’m hoping that they feel encouraged to stick with whatever they are doing, even if it feels a little hopeless at times, and for them to know they do matter.”
In addition to the powerful narrative, there are two great cameos in the spot, Lisa “Bad News” Brown, who has held several world titles, and Mandy Bujold, who will represent Canada in the Pan Am games and hopes to compete in the Olympics.
The young fighter, played by actress Makayla Maxwell, delivers an important message with a knockout performance. “I imagine a world where it doesn’t matter if you’re a boy or girl,” she says in the voiceover, “What matters is how well you play.”
While an ad is an ad, this is definitely a good one! Kudos to Everlast for stepping into the women’s empowerment arena.