New GoldieBlox Ad Reimagines Girls Playing the Roles of Popular Action Heroes

Known for their provocative campaigns, the newest ad for GoldieBlox, a company that makes toys and games for girls, reimagines male action hero as girls, including a new character named Ruby Rails, who plays a badass 007.

We’re not here to produce the next blockbuster; we’re here to provide a role model in play. When the girls in your life pick up Ruby Rails, we want them to know that they can be a high-flying, fashion-loving programming extraordinaire too. We want them to feel like they can be a boxer, a secret agent, a dinosaur wrangler, or a fighter pilot.

GoldieBlox also provided behind-the-scenes footage of the video shoot.