Wow, they certainly know how to appeal to women these days, don’t they?
Or maybe not.
I have never seen an ad for female products that manages to be both interesting and tasteful: they are either boring and a waste of time, or they are revolting. This one is no exception. It certinly isn’t boring, and I suppose it has to be said that it is different and imaginative, however it is most certainly revolting.
What amazes me is that someone actually came up with this idea, and whoever it was actually had the balls (or lack thereof) to pitch such a stupid idea. And one can only assume that the people at Johnson and Johnson really wanted something different this time; the pressure was on. Another assumption I make is that not many people came to the office at Lowe Group by deadline day with any decent innovations on advertising feminine hygeine products; can you imagine how bad the others must have been if the idea for a vampire man with tampons for teeth was accepted as the most impressive?
I thought that ads for feminine hygeine products couldn’t get any worse after that abomination of an advertising campaign by Kotex featuring the beaver. That was wrong in too many ways to imagine, but at least it had a sense of humour (albeit a pretty stupid one).
It is clear that the advetisers are trying to talk about the reason for a tampon without actually talking about the reason for a tampon (because nobody likes talking about the reason for a tampon).
What they do instead is take our imaginations to places they do not want to go. Something tells me that, with or without nasty advertising, women are always going to buy the product anyway.
Advertised brand: o.b. Tampons
Advertising Agency (Name, City, Country): Draftfcb/Lowe Group, Zurich, Switzerland
Agency website: www.lowe.ch
Executive Creative Director: Daniel Comte
Art Director: Sebastian Hugelshofer
Copywriter: Ivan Madeo
Photographer: Sandro Diener
Graphics: Claudia Gaisser