Always’ #LikeAGirl commercial was one of the most talked about Super Bowl ads Sunday night, becoming a trending topic and inspiring the ‘Meninist’ backlash #LikeABoy.

#LikeAGirl Super Bowl Ad

Always’ “Like A Girl” campaign aired an ad during the Super Bowl on Sunday, and, though it was not the campaign’s debut, it caught many watching by surprise. The ad, which never once features the product it promotes, aims to expose how the phrase “like a girl” is used as an insult, and how girls grow up and internalize that message. “A girl’s confidence plummets during puberty. But it doesn’t have to. Let’s make #LikeAGirl mean amazing things,” the ad declares.

Most of the reaction to the ad was positive, with #LikeAGirl quickly trending on Twitter. Both men and women tweeted in support of the female empowerment ad, including celebrities like The Blacklist star Megan Boone and Twitch.

Celebs Tweet #LikeAGirl

Women of the WWE put their own spin on the #LikeAGirl ad, releasing their own version on Sunday.

#LikeABoy

In an effort to highjack the hashtag, ‘Meninists,’ males oppose to Feminism, on Twitter began to tweet using the hashtag “#LikeABoy,” and that, too, quickly became a trending topic.

Many on Twitter are still exchanging heated words over the war of the hashtags, with man supporters of the ad claiming the ‘Like A Boy’ hashtag to respond to naysayers.