27 February 2015
My pussy smells like Pepsi Cola.
Dear feminine product marketeers and admen, now that I’ve got your undivided attention I would like a minute of your time to ask you to stop wasting money on those weird commercials for your products. They make me feel uncomfortable and force me to think about what pussy on the rag smells like when I’m in the middle of my favorite TV show.
Last night I saw this commercial with a handsome couple in the middle of a complicated modern dance routine. Okay, already a little far-fetched, but I gave it the benefit of the doubt because it looked kind of arty. Until I saw the man lift the woman high up in the air while she spread her legs in front of his face…and…here it comes…pushed her sweaty crotch right over his nose.
OMG…we get it, okay! Your product keeps pussy odor free. But could you please be a little more subtle about it. This is something most of us don’t want to think about. Ever!
During the Super Bowl this year we saw P&G choose a different approach. They teamed up with director Lauren Greenfield to create the viral hit video #LikeAGirl. The campaign aims to “spark a social change that redefines the meaning” of the phrase “like a girl”. In the video Lauren takes issue with generations of playground taunts and people, running, throwing or fighting “like a girl”. She asks us: ‘When did doing something ‘like a girl’ become an insult?
A strong message viewed 80 million times in 150 countries and shared by 1.5 million people.
Click here to watch Always #LikeAGirl
So you see dear feminine product marketeers and admen. There’s another way of doing things. I’m not saying that you have to exaggerate and go all girl power on me all the time but a clever and meaningful idea never hurt anyone, right?
At DEARDAN&Friends we are intrigued by the subject. We did some more research of our own and came up with some pretty fresh (pun intended) ideas. If any of you out there are interested we would love to pitch for you.
DEARDAN&Friends
Make it simple but significant.
With thanks to Jack Neff of Advertising Age.