In the midst of the usual beer commercials, viral video attempts, and burger ads during this year's Super Bowl, they'll be one unexpected addition to the lineup: a feminine product commercial. Always' #LikeaGirl campaign, which first debuted in June 2014, is the first feminine hygiene product ad to air during the Super Bowl. The Proctor & Gamble-owned company will show a 60-second version of the popular — as in 80 million views worldwide popular — three-minute video championing confidence in young girls. Directed by documentary filmmaker Lauren Greenfield, the film asks a variety of people to demonstrate what doing things "like a girl" means to them. Most respond with exaggerated movements, clumsy behavior, and downright silliness. Young girls, however, took the opposite approach. Our favorite equated "running like a girl" with "running as fast as you can." Amen, sister. "We feel so strongly about this that we're now taking this message to a bigger stage, the Super Bowl, so even more people can join us to champion girls' confidence and change the meaning of 'like a girl' from an insult into something positive and amazing," says Always Global VP, Fama Francisco, in a statement. Not everyone is over-the-moon about the company using the transition from childhood to adolescence as a way to sell pads, though. And we get where they're coming from, but how can raising body confidence awareness be a bad thing? It was tough enough to go through middle school in the 90s, there's no way we'd even survive the battlefield of today's school dichotomy. Always is also sending 15-year-old quarterback Karlie Harman to the Super Bowl as a brand ambassador. Watch the full video below.