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Emergency contraceptive brand Julie is pitting male comedians against each other to debate who is more deserving of the last pill box in the drug store aisle: The guy who doesn’t know what a mortgage is and uses a Ziplock bag as his wallet or the man who can’t name a single U.S. senator and is proud to sport a crypto tattoo on his upper thigh.
The spot, which stars comedians Brandon Wardell and Nick Rutherford, uses humor to reframe purchasing emergency contraception as a shared responsibility rather than one that just falls on women.
The concept is an extension of a campaign also directed by TikTok-famous comedian Esther Povitsky earlier this year, which features two women in the same situation, but they are instead arguing over whose boyfriend is less fit for fatherhood.
Julie’s head of brand and creative, Chloe Hall, said while the previous creative promoted its new two-pill box and framed emergency contraception as a normalized precautionary measure instead of a source of embarrassment, this campaign was anchored in widening its consumer base with a lighthearted tone.
Nearly half of all pregnancies are unintended, according to the United Nations Population Fund, and the brand is confident that mobilizing new audiences while maintaining an approachable tone is the best way to address this issue.
“There’s a dual responsibility here, and our goal is to add men to the conversation in a different and unique way that brands haven’t done before,” said Hall, who recently conceptualized an LA billboard that read: “When you’re not ready to become a mommy influencer” with an arrow pointing to CVS.
“It’s about adding a breath of fresh air to these spaces that have historically been super buttoned up and serious,” she added.
