When the NCAA asked us for a "female empowerment" ad to accompany a football spot in their fall campaign, my partner and I were, well, annoyed. Why do we even need female empowerment ads? While we can point to individual commercials as being provocative and powerful in their own right, collectively the entire category of "female empowerment" ads just seemed obsolete.  

So we proposed a new way to empower women by doing the opposite of what was expected; questioning the need for female empowerment ads within a female empowerment ad.