Lego's 1981 Girl-Power Ad Comes With an Inspiring Backstory

Reddit and Tumblr recently went crazy over a 1981 Lego print ad, singling it out as emblematic of a time when girls were encouraged to build, rather than be princesses. As inspiring as the ad is, though, the backstory behind it is an equally uplifting tale of female empowerment.

The "What is Beautiful" ad was created Judy Lotas, who was the creative director at SSC&B, a now-defunct ad agency. Female creative directors are rare even these days — just 3% of women hold that title, according to one survey. Things weren't any better in 1981, just a decade or so out of the Mad Men era.

Yet Lotas, who now runs ad agency LPNY, wanted to make a statement. She had two young daughters at the time, and gender equality was a big topic. "This was the time of the ERA," Lotas said, referring to the Equal Rights Amendment, a proposed amendment to the United States Constitution that would guarantee equal rights for women Read more...