Jane St. chronicles the opening of a new advertising agency that is dedicated to exploiting the insecurities of women for the purposes of advertising.

Like any good satire we played it completely straight. We used our own employees to showcase how jane. st was the perfect way for any product or service to capitalize on the new trend of femvertising.

We meet some of jane st.’s employees like their ‘Chief Empowerment Officer’ and ‘Confidence Director’.

We hear about new strategic planning models like C-LITT, which stands for the ‘Core Lady Insecurity To Target’.

We see motivational slogans like “If She’s Crying, She’s Buying”, male employees undergoing ‘intense empathy training’, and a photo shoot for a new brand of shampoo for all types of body hair called Sylk, featuring a female model with very thick armpit hair and an extremely full pubic bush.

Jane St. chronicles the opening of a new advertising agency that is dedicated to exploiting the insecurities of women for the purposes of advertising.

Like any good satire we played it completely straight. We used our own employees to showcase how jane. st was the perfect way for any product or service to capitalize on the new trend of femvertising.

We meet some of jane st.’s employees like their ‘Chief Empowerment Officer’ and ‘Confidence Director’.

We hear about new strategic planning models like C-LITT, which stands for the ‘Core Lady Insecurity To Target’.

We see motivational slogans like “If She’s Crying, She’s Buying”, male employees undergoing intense empathy training, and a photo shoot for a new brand of shampoo for all types of body hair called Sylk, featuring a female model with very thick armpit hair and an extremely full pubic bush.

Industry (Adweek, Creativity) and mainstream media (Vice, Fast Company) praised the video as being long overdue. And while the video had only 270,000 views, the right people were seeing it, including the most influential female leaders in our industry.

2015 Glass Lion Jury President, Cindy Gallop tweeted: “When I say #glasslion @cannes_lions isn't about wildly empowered women being wildly empowered, here's what I mean :)”

Janet Kestin, co-creator of Dove’s “Evolution” said "The Glass Lion is about encouraging real change for women, not using "female empowerment" just to sell products. For marketers and agencies, Jane St is a very very good reminder of that."

In her article “The Last Word in Femvertising: The Pink Incredibilities of Jane St.” legendary Adweek critic Barbara Lippert wrote: “The point is that some femvertising is just as shaming, guilt-inducing, and manipulative toward women as it was in the big bad “Mad Men” era.”

Exactly.