Directed by the legendary production co Smuggler, this ad is only slightly more bombastic in their "burn pink toys" mantra than the previous Beastie Boys infringing one, created by Goldiblox themselves. More glamrocktastic thanks to the soundbed of Slades "Cum On Feel the Noize" , but did they get the rights this time? Would be quite douchebaggy not to.

(Note: The song was licensed. Not by RPA, or Goldieblox, but by Intuit. )

Intuit gave this ad to Goldieblox for the super bowl, a four million dollar media buy alone, to show that Intuit helps small businesses, and the conversation, I predict, will not be about Intuit's quickbooks. The story is once again, girls who build large feats of engineering - this time a Rocket ship - out of pink toys, because presumably playing with a book and a few yellow spools and ribbons will make your seven year old girl a rocket scientist. Clearly not the Montessori school of thought here (* no pretend play). Full disclosure: as the mother of a eight year old girl, I am the target market. And I'm thoroughly unimpressed by both the product and the ad.

Agency: RPA Santa Monica Client: Intuit EVP/CCO: Joe Baratelli SVP/Group Creative Director: Pat Mendelson VP/Creative Director: Nathan Crow VP/Creative Director: Adam Lowrey Copywriter: Chris Juhas Art Director: Ben Tolbert SVP/Head of Production: Gary Paticoff Senior Freelance Producer: Carolyn Casey Production Co.: Smuggler Founding Partner: Patrick Milling Smith Founding Partner: Brian Camody COO: Lisa Rich Director: Filip Engström Bidding Producer: Shannon Jones Line Producer: Donald Taylor Production Supervisor: Daria Tarlow DP: Erik Sohlstrom Production Designer: Jason Dawes Editor: Kim Bica Editorial Company: Arcade Edit Managing Partner/EP: Damian Stevens Executive Producer: Nicole Visram Senior Producer: Kirsten Thon-Webb Assistant: Trevor Schulte Color: MPC/LA Colorist: Mark Gethin Music: HUM Music Creative Director: Scott Glenn Associate Creative Director: Kristin Dyrud Executive Producer: Debbi Landon Arranger: Josh Loucka President: Jeff Koz VFX: Carbon Executive Producer: Frank Devlin Creative Director: Chris Noellert Associate Producer: Nick Vassil Flame Assistant: Jim Gomez
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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