This Ad Shows When Girls Code, They Change the World—Bros Just Build a Mom Robot

Girls Who Code and CollegeHumor join forces

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Ask two women to write code that will build a world-changing robot, and you'll get just that—a world-changing robot that measures the pollution in water and saves lives. Ask men to do the same thing, and you'll get a robot that's supposed to replace your mom, feeding you snacks and telling you when to clean your room. At least that's how the story unfolds in a satirical new campaign from Girls Who Code.

With its latest "The Problem With Brogrammers" work, Girls Who Code—a nonprofit aimed at getting more women involved in science, technology, engineering and math, or STEM—partnered with CollegeHumor in hopes of showing people, especially young women, that when you learn to code, you can do more than just program a robot to clean your room or drive you to work so you can have nap time in the mornings. Rather, equipped with coding skills, a person can actually help change the world.

"We're always excited to lend our research and creative chops to organizations doing tremendous and important work," Shane Rahmani, evp and gm at Electus Digital, said. "In creating this video with Girls Who Code, we wanted to satirize the male-dominant or 'brogramming' culture that's been such a topic of conversation in the tech world and fuse our sense of humor with actionable initiatives."

To date, women only account for 24 percent of the computing workforce, and that number will probably take a hit in the near future, according to Girls Who Code. With that in mind, the nonprofit wanted to create something that would speak to a younger generation of women.

"We released this video as a call to action," Reshma Saujani, founder and CEO of Girls Who Code, said. "As an organization, we hope to inspire girls to learn to code so they can be change makers through technology. Now more than ever, our country needs our programmers and technologists to help tackle our urgent problems, from climate change to immigration, education and healthcare."  

The last set of videos from Girls Who Code and McCann in New York took a similar satirical, deadpan approach, featuring teen girls explaining how their boobs and menstrual cycles hindered them from coding like the boys in their class.

@ktjrichards Katie Richards is a staff writer for Adweek.
Publish date: December 1, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT