Beiersdorf takes baby steps to gender equality

Stefan, pictured, is one of a room full of delightful tots who gurgle and dribble away while their possible future careers are listed, in this cuddly, but impactful spot created by Jung Von Matt/SAGA. 

Directed by Andreas Hoffmann through Rabbicorn Film, the online film outlines how the nippers all have bright futures ahead as captains of industry, dental surgeons, entrepreneurs etc. They are all also mini-blokes. Until Katja pops up. 

Great, a lass, and she’s going to run her own company. Thing is she’s number 61. In a 2019 list of common first names of German executives, ‘Katja’ is ranked 61st – all before her are men, illustrating the prevalence of inequality in management positions. It ends with Beiersdorf’s pledge that they aim to fill every second top management position with a woman. 

Stefan, by the way, is destined to head up an advertising agency, which possibly accounts for his open gob.