This Awesome Ad, Set to the Beastie Boys, Is How to Get Girls to Become Engineers

What Women Really Think
Nov. 19 2013 12:58 PM

This Awesome Ad, Set to the Beastie Boys, Is How to Get Girls to Become Engineers

This is a stupendously awesome commercial from a toy company called GoldieBlox, which has developed a set of interactive books and games to “disrupt the pink aisle and inspire the future generation of female engineers.” The CEO, Debbie Sterling, studied engineering at Stanford, where she was dismayed by the lack of women in her program. (For a long look at the Gordian knot that is women’s underrepresentation in STEM fields, check out this New York Times article from October.) As the GoldieBlox website attests, only 11 percent of the world’s engineers are female. Sterling wants to light girls’ inventive spark early, supplementing the usual diet of glittery princess products with construction toys “from a female perspective.”

We love this video because it subverts a bunch of dumb gender stereotypes—all to the strains of a repurposed Beastie Boys song. In it, a trio of smart girls could not be less impressed by the flouncing beauty queens in the commercial they’re watching. So they use a motley collection of toys and household items (including a magenta feather boa and a pink plastic tea set) to assemble a huge Rube Goldberg machine. Watch to see what happens next. (And watch another great GoldieBlox ad from earlier this year.)

Advertisement

Bonus points to GoldieBlox for releasing an award-winning book in which its marquee character Goldie, the “kid inventor who loves to build,” dreams up “a spinning machine to help her dog, Nacho, chase his tail.” Screw you, Soul Cycle. That’s the kind of spinning machine we can get behind. 

Also in Slate:

Katy Waldman is a Slate staff writer. 

TODAY IN SLATE

Politics

Blacks Don’t Have a Corporal Punishment Problem

Americans do. But when blacks exhibit the same behaviors as others, it becomes part of a greater black pathology. 

I Bought the Huge iPhone. I’m Already Thinking of Returning It.

Scotland Is Just the Beginning. Expect More Political Earthquakes in Europe.

Lifetime Didn’t Think the Steubenville Rape Case Was Dramatic Enough

So they added a little self-immolation.

Two Damn Good, Very Different Movies About Soldiers Returning From War

Medical Examiner

The Most Terrifying Thing About Ebola 

The disease threatens humanity by preying on humanity.

Students Aren’t Going to College Football Games as Much Anymore, and Schools Are Getting Worried

The Good Wife Is Cynical, Thrilling, and Grown-Up. It’s Also TV’s Best Drama.

  News & Politics
Weigel
Sept. 20 2014 11:13 AM -30-
  Business
Business Insider
Sept. 20 2014 6:30 AM The Man Making Bill Gates Richer
  Life
Quora
Sept. 20 2014 7:27 AM How Do Plants Grow Aboard the International Space Station?
  Double X
The XX Factor
Sept. 19 2014 4:58 PM Steubenville Gets the Lifetime Treatment (And a Cheerleader Erupts Into Flames)
  Slate Plus
Slate Picks
Sept. 19 2014 12:00 PM What Happened at Slate This Week? The Slatest editor tells us to read well-informed skepticism, media criticism, and more.
  Arts
Brow Beat
Sept. 20 2014 3:21 PM “The More You Know (About Black People)” Uses Very Funny PSAs to Condemn Black Stereotypes
  Technology
Future Tense
Sept. 19 2014 6:31 PM The One Big Problem With the Enormous New iPhone
  Health & Science
Bad Astronomy
Sept. 20 2014 7:00 AM The Shaggy Sun
  Sports
Sports Nut
Sept. 18 2014 11:42 AM Grandmaster Clash One of the most amazing feats in chess history just happened, and no one noticed.