SIMI Wines | Bring Out That Boss

The era of the “Girl Boss” is over.

What was once a celebrated title building up female empowerment and acknowledgment, SIMI Wines now saw as a dated phrase. Why must a woman’s gender come before her earned title of boss? Or leader? Or founder?

In an act of equal parts defiance & acknowledgment, SIMI Wines sought to remove the “girl” in “girl boss,” and similar honorifics, that identified gender before accomplishment. It’s time to start calling women “leaders” and not “female leaders.”

In the spot below, SIMI Wines asked its audience to “Bring Out That Boss” and drop the label of “female” from the various leaders, founders, and bosses showcased from across industries.