What’s more offensive? A little girl saying f*** or the sexist way society treats girls and women? That's the question a bold new video of young girls swearing asks in hope of drawing attention to the issues women face today.
The advert by American activist T-shirt brand FCKH8 starts with five little girls, aged between 6 and 13 years-old, wearing stereotypical pink princess costumes and uttering the word "pretty".
But the image is suddenly turned on its head when the girls start dropping f-bombs, saying: "I’m not some pretty f***ing helpless princess in distress. I'm pretty f***ing powerful." The young girls continue to curse as they speak about the issues women face today from inequalities in pay to rape and sexual abuse.
The provocative campaign says that instead of being offended by little girls using curse words, society should be offended by the fact that women in America are paid 23% less than men for the same work and one in five American women are raped or sexually assaulted in gender-based violence.
The video is to promote FCKH8's new line of T-shirts that read "Girls just want to have fun-damental rights," with proceeds going to charities who fight for rights for women and girls.
The end of the satirical advert features women wearing the T-shirts, with one saying, "Instead of cleaning these girls' mouths out with soap, maybe society should clean up its act".
What do you think of the video? Is it brilliantly powerful or a message gone too far? Share your thoughts in the comment section below.
Here’s how to put your gin habit to good use
Mother’s ruin is charity’s gainby Amy Swales
How to fake it: the artificial plants that look good enough to water
Faux realby The Stylist web team
This new WhatsApp update will finally let you “unsend” messages
*Monkey covering eyes emoji*by Moya Crockett
Why it’s time to stop avoiding the subject of grief
Don’t hide behind flowersby The Stylist web team
Watch: the trailer for the Dirty Dancing TV remake has landed
And *that* lift is in evidence...by Amy Swales
They’re back: viral BBC kids land their own animated TV show
Their dad has called it "super cute"by Sarah Biddlecombe
A rare Victorian sex toy is going up for auction
"It's not just a piece of erotica it's a work of art"by Hayley Spencer
8 invaluable life lessons we learned from Romy & Michele
(Including the true inventor of the Post-it)by Harriet Hall
Breast cancer survivor marries seconds before running London Marathon
"I stood on the start line and I didn't know if I would make the finish."by Sarah Biddlecombe
Here's how to get free cake in London this week
Best be quick though...by Anna Pollitt