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While the topic of genital health remains largely taboo, pH-D Feminine Health drew on humorous euphemisms to start a conversation about the issue.
“Love and Hearts for Your Lady Parts” aims to relay health information through innuendo. It is the first work for the brand by Curiosity since becoming agency of record in April.
Directed by Nico Knapp and Magnus Hardner of B-Reel Films, the ad pokes fun at “vagina” being a taboo word by using several colorful euphemisms instead. “Tacos,” “cats,” “flowers” and a CGI “beaver” – all common nicknames used for vagina—appear throughout the video.
The ad concludes: “We don’t care what you call your lady parts, as long as you take serious care of them.”
Euphemisms galore
Using euphemisms for “vagina” was necessary because some mainstream broadcast networks prohibit the word in advertising, or will only allow it during certain programming such as late-night TV slots, explained Deeannah Seymour, co-founder of pH-D.
“Some networks view the word as too sexual,” she said. “This has been a roadblock for so many vaginal health brands, including ours.”
The humorous approach also aims to get audiences more comfortable discussing a serious issue, added Katie Gerdes, group creative director at Curiosity.
“We’re hoping the fun and funny names women sometimes call their vaginas or vulvas that we feature in our spot gets women’s attention and invites them in, at whatever comfort level they’re at, to think and openly talk about their vaginal health,” Gerdes said in a statement.
“Love and Hearts for your Lady Parts” coincides with pH-D Feminine Health’s new products, including suppositories and a vaginal moisturizing gel for people experiencing menopause, which are launching at Walmart and CVS. The ad will run across broadcast and connected TV.
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