A proper advertising spot. 30″ long, lean, mean, low budget but with a simple, great idea at its core (Cleracast would bomb it, obviously.)
Well, it came as a surprise when Graeme Atha contacted me a few months ago to tell me, in confidence, that I had been tabled for not just a Fellowship of The Marketing Society, but an Honorary one. The fact that I shared the honour with my great friend Charlie Robertson who passed away late last year made the event at The Sheraton in November all the more poignant.
Thank you to The Marketing Society for this recognition. It really is a great honour.
Female hygiene product advertising has come a long way since Bodyform’s blue water absorbency demonstration.
Let’s face it, it’s a product area that carries a fairly high degree of throat clearing and knee crossing language in ‘polite households’ and isn’t the language that 50% of the population are comfortable using with the other 50%.
Here’s how the category is described in Wikipedia to give you an idea of what I mean
Female Hygiene (or menstrual hygiene products) are personal care products used by women during menstruation, vaginal discharge, and other bodily functions related to the vulva and vagina.
Increasingly blood is replacing the blue test tube in this category, one of the few that, in my opinion, is holding onto the notion that ‘the big idea’ has real value in this dumbed down world of advertising that we live in.
I stumbled upon this commercial, from Sweden, for one of the aforementioned products while reading a piece on the new Gillette commercial which is nothing if not brave, but maybe a little laboured – I will write about it soon.
Anyway, I think you will enjoy its celebration of femininity in all its honesty.
Maybe it should carry a decency warning, but that would defeat the point of its existence.
It was created by AMV BBDO in London (the agency behind The Economist campaign) and directed by Kim Gehrig at Somesuch (she was responsible for the new Gillette ad and the excellent ‘This Girl Can” campaign for Sport England).
It’s interesting that the creative team is all-male. Art Director: Diego Cardoso de Oliveira
Copywriter: Caio Giannella.
But, as ever, in great advertising great credit has to go to the client who sanctioned it in the first place; Global Brand Communication Manager, Martina Poulopati.
It deservedly won a Gold at Cannes IMHO.
We live, in some small ways, in enlightened times after all.
In august last year I was asked to argue a debate in favour of big ideas over big data. Little was I to know that my defence of the Big Idea could never be about to be validated more perfectly.
AMV, for many years, were the top agency in the UK and the jewel in the crown (creatively, not financially was The Economist). Their advertising was legendary and I show some of it below. It was always on posters and garnered more PR than it did sightings. I rarely saw an Economist ad in the flesh but I knew them all.
Proximity now hold the account and the proudly stay
We use data-driven creativity to solve business problems
Their data driven creativity brings together a bunch of algorithms (I guess) to create an an ad on medium that ticks every box going. And the result is a piece of communication that adds up to…well, zero.
It’s a sad day indeed to see how the Economist has abandoned its incredibly intelligent generation-long advertising campaign on posters for a TV spot that will simply make you cringe.
Truly a sign of the times.