I try to tell my students — don’t follow the crowd. All that competition makes things hard. GoldieBlox isn’t following the crowd. There are not a lot of “construction toys” designed specifically for girls. GoldieBlox thinks there is a market and that perhaps it can help solve a larger societal problem — the lack of women in engineering and the sciences.
GoldieBlox will need to target moms (buyers) and girls (users) — and this ad does both. The general subject — lack of girls in engineering and technology — is a hot topic which has helped to spur buzz. You can read more about the ad and GoldieBlox in this New York Times article, “Ad Takes Off Online: Less Doll, More Awl” (November 20, 2013).
The video and some class discussion might be warranted when you cover segmentation, targeting, and positioning, product or promotion. We have also posted this at Learn the 4 Ps.