GoldieBlox, a company set out to get girls building by giving them a role model in the STEM fields, introduced a brand new commercial for its newest product: a Goldie action figure. The commercial shows the company’s alternative to the fashion doll industry. Set to Metric’s “Help, I’m Alive,” the slightly creepy, but very empowering GoldieBlox ad encourages girls to break the mold.
As AdWeek points out, the commercial has the same idea as Apple’s 1984 Super Bowl commercial that introduced the Macintosh computer. Girls all dolled up like—well—dolls line up to grab perfect dolls off an assembly line that are dressed just like them. Meanwhile, Big Sister robotically drones repeatedly, “You are beauty and beauty is perfection,” until one Goldie-inspired little girl in overalls and red Chucks steps out of line and smashes the machine with a hammer.
The result? A brand new Goldie action figure for girls.
GoldieBlox’s past commercials have garnered a lot of attention, including one that earned a spot during last year’s Super Bowl.