Work of the Week #5- PPS's Professional Women
When I first caught a glimpse of this advertisement, I immediately wanted to know who's idea this was. This set of amazing photos is for a company called PPS, a financial services company in South Africa. This company is specifically dedicated to assisting graduate professionals with their financial planning. PPS interacts directly with many professional women, and decided to use their platform to dispel some stereotypes about women.
The target of this ad is specifically for the graduate women that PPS serves. However the benefit of a an ad like this, is that this can be a message to all women who may not be graduates, but can still look up to these ads.
The clever objective of these ads is to take traditional little phrases about women, used to disparage them and turn them on their heads. Instead of being used in a derogatory way, these descriptions are used to describe professional women in an accurate way. Showcasing that all of those things don't have to be a negative, they can be a positive when used in a real career setting. Inspiring other women who may have heard things like this said to them or about them, that it doesn't have to be a bad thing.
I love the purpose behind this ad, and the poiniency to this target demographic. The world is changing and more and more women are getting graduate educations. They should be able to do their jobs, without these stereotypes of women getting in the way of their success. This photo series perfectly showcases the conventions that professional women have to deal with on a daily basis, and it makes a hell of a good ad.