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9

Power to Amy Purdy and Element

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Questions to Consider:

  • What do you notice about the woman in the ad?
  • What do you notice about her ankles?
  • What does the quote say?
  • How does the advertiser want you to feel?

What We Think:

The first thing I noticed about this ad was the snowboard. Then her t-shirt. Then the quote in the top left corner: “You can do what you want to with your life. You’re not limited.” And then, whoa, does she have two prosthetic legs? What’s most powerful about this Element ad is that it does not exploit Amy Purdy’s physical difference; it focuses on her many impressive attributes: she is a snowboarder, skateboarder, makeup artist, and humanitarian. Almost as an afterthought, we notice that some might think Purdy has faced many limitations in her life. But Element tells us, through the voice of their chosen spokeswoman, that “you are not limited.” Which, compared to advertising that expounds on the many imperfections, deficiencies, and limitations of women (as a tool for economic gain), is a much-needed breath of empowering air.

–Marisa Keller

Contact

Johnny Schillereff
Founder and President
Element Skateboards
121 Waterworks Way, Suite 100
Irvine, CA 92618

(866) 927-5283