GoldieBlox Takes Down “Big Sister,” Introduces New Action Figure, in Mold-Breaking Ad

GoldieGoldieBlox, 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.

GoldieBlox Wins Super Bowl Ad from Intuit’s Small Business Big Game

Jan31.DebbieSterling.GoldieBloxThis Sunday, an all expenses-paid commercial for GoldieBlox—an innovative toy company inspiring girls to push limits and think outside the box through storytelling and basic engineering concepts—will air during the third quarter of the championship game.

This first-ever small business commercial is courtesy of Small Business Big Game, a six-month competition sponsored by Intuit QuickBooks. It kicked off July 31, the top four finalists were announced in November, and the public was invited to vote for their favorite to win the prize.

All four finalists receive free, lifetime use of Intuit small business solutions, including Intuit QuickBooks, payroll, payments, and Demandforce; professionally produced advertising for their business; a meeting and business advice from entrepreneur and reality star Bill Rancic; and an all-expense paid trip to New York for a big game viewing party held in their honor.