The television advert from January 2015 begins with a mid-shot which cuts to a close-up of a woman who's body does not perhaps fit the general conventions and beauty standards that the media depict. The causality in which the featured woman appears and the confidence that she seemingly possesses establishes the concept that a woman of similar appearance to her should be considered "normal"; that woman should not feel ashamed, regardless of how they look.

As well as mid-shots and close-ups, the advertisement contains a range of different camera shots, angles, and editing techniques (for example: the use of slow motion). This ensures that the advertisement remains interesting and keeps the audience engaged. High speed editing furthers this affect, especially when the fast tempo, synchronous music ("Get Your Freak On", Missy Elliot) which fits the editing is considered. The energy and excitement of the advertisement is not traditionally associated with females, a gender which is more often represented as being "weak" or "delicate". The narrative also reinforces this point by showing various clips of women participating in sports that are usually associated with the male gender.



There is little dialogue or diegetic sound used which ensures that, upon it's use, it is effective. The main reason for this is that images carries the narrative.

As for lighting and colour, the shots nearer the beginning of the clip are filmed with low-key lighting, causing the colours to appear darker, but, as the advertisement progress, the shots towards the end use high-key lighting and subsequently lighter colours. The bright colours connote positivity, one of the themes of the advertisement, which, in association to women, positively represent the female gender.

In terms of representation, women are positively represented in an empowering fashion. Likewise, it contradicts the usual gender roles and stereotypes that the media convey. As well as representing women, there is a variety of different ages and races shown within the advertisement.