One of the most anti-feminist songs of the 1980s, "Girls" by the Beastie Boys, is recast as an empowering theme for young women in a new toy ad looking to break gender stereotypes.
The spot is a holiday promotion for GoldieBlox, a construction-themed board game that nearly doubled its Kickstarter goal in 2012. Game developer Debbie Sterling designed GoldieBlox to combine young girls' love of reading and characters with the engineering themes of toys typically more popular with boys, like Legos and erector sets. To that end, the ad features a massive Rube Goldberg scenario, designed by OK Go contraption collaborator Brett Doar.