Miss America: Misconceptions
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Miss America: Misconceptions

The campaign, created by advertising agency Y&R and released as part of Miss America 2.0, gets directly at the stereotypes that have stuck to Miss America up until now: that it’s contestants are more about beauty than brains.

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Client: Miss America

Agency: Young & Rubicam
Creative Director: Benjamin Potter (CLICKON Studios)
Directors: Cody Ball + Benjamin Potter
Executive Producers: Brooke Goldstein

In June 2018, Miss America announced major changes, including the elimination of the swimsuit portion of the competition, while appointing Y&R for its rebranding effort. Titled Miss America 2.0, the new campaign wants everyone to know that it is a competition, not a pageant. And it never had anything to do with Donald Trump. Gretchen Carlson, who serves as Chair of the brand’s Board of Trustees, said in a statement that it would “represent a new generation of female leaders focused on scholarship, social impact, talent and empowerment.”