viz.

I agree with the comment above that this ad campaign was poorly executed. As a collegiate women's rugby player, I actually was quite interested to observe such a violent portrayal of women. If there had been some aspect of sporting equipment, either a jersey, boxing gloves, etc, the ad campaign would have avoided the idea of "woman as victim" and more of a "woman as tough athlete". I do applaud the idea of women portrayed as tough, fierce athletes. In our society, contact sports are reserved for the boys. Face injuries, like broken noses and black eyes, while hopefully avoidable, occur in contact sports like rugby, water polo, boxing, etc. I applaud this ad agency for not shying away from the tougher side of women's sports, but wish it had been executed more tactfully so as not to border on victimization. However, it is important to remember that contact sports are not just for the boys, and can be incredibly empowering experiences for young women.