Advertisers are back trying to celebrate the vagina; the cradle of life. Summer's Eve, a female hygiene product, has revamped its advertising campaign to make it less intrusive, more confident, and, in a sense, funny.
For years, companies have tried to find that balance in advertising the vagina. Should it be lauded? Should it be mysterious? Should it be conservative?
Our society loves boobs, but when it comes to talking about the good stuff, people seem to be hesitant to say it. Even now, sometimes when people say "vagina" out loud, a giggle or two may be heard by adults, or an uneasiness creeps into the room.
What I love about this spot by The Richards Group is that not only are they talking about how awesome the vagina is, but the ad also pushes the issue of making it a new tagline (in a silly way, of course).
As our nation continues to be obsessed with sexuality and, specifically, the female body, I hope there are more ads as bold, playful, and confident about the vagina. In a man's world, it is fun to see female products get this kind of attention and fun creative.
Below is the spot. Although the plans are for it only to be online, it's better than nothing. Tell us what you think. P.S. It has a puppet. I'm a sucker for puppets.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
Advertisers are back trying to celebrate the vagina; the cradle of life. Summer's Eve, a female hygiene product, has revamped its advertising campaign to make it less intrusive, more confident, and, in a sense, funny.
