This campaign for UN Women was born from a simple insight, one that's often ignored in the advertising industry: People trust people more than ads.
So these ads don't feature a well-crafted headline or provocative art direction to call attention to the universal nature of sexism. They rely on hard data that comes from how people use Google that anyone can duplicate on google.com.
The ads show real Google search results to illustrate that rampant, unacceptable gender inequality still exists in many parts of the world. When you search terms like “women need to”, “women should” and “women cannot”, the autocomplete suggestions reveal the reality of the world we live in. And it's not pretty.
Go ahead and try it on your own computer. Based on location results may vary but I found the ads to be more accurate than not. This is a thought-provoking campaign that's a perfect balance of emotion and function and that's what makes it so powerful.
See more ads in the campaign here.