My my, what will they think of next? I learned something . . . that, evidently, a pubic hair can sing! I did not realize that. What else did I not realize, Gillette?
Now, I know what you must be thinking: “What in the hell kind of blog post is this?!” It’s, uh, well, different.
This blog sets out each week to present thoughts and ideas about various aspects of creativity; those that touch directly on advertising and those that do not. This is one that does.
According to AdAge, marketers increasingly have dared to defy traditional taboos when it comes to personal care, as we’ve seen in more pushes around menstruation, breastfeeding and grooming. In the case of the latter, brands such as Billie razors andVeet razors have given the thumbs up to having hair wherever you want it, while EOS recently celebrated a TikTok creator who has been teaching her fans the best way to shave their lady parts. Now, Gillette Venus is jumping into the bikini line fray by encouraging consumers to “say pubic.”
The centerpiece of the campaign from Grey is an animated film starring a singing pubic hair. Yes, you heard me right.
“Hi, I’m a pube!” she announces before breaking into a Broadway-style tune, singing of her plight as a lowly, gnarly curl, hoping to be treated like her colleagues who spring forth from other parts of the body. As the tune ramps up, she’s joined by other pubettes in a Busby Berkeley-style routine.
For those of you unable to log into the AdAge site to view the animation, here are the lyrics to Gillette’s latest.
I’m just a pube, and it’s not fair. All I ever wished to be was just another hair But when they got one look at me The ruling from society was “Ewww” “Not you!” Oh what’s a curl to do It seems like all the ads are showing perfect skin and shiny hair But what about this other world inside your underwear? It’s ok to say our name You really can say pubic No need to be ashamed It’s even kind of therapeutic Why the mass hysteria about the pubic area? There’s nothing diabolical about this little follicle So take care of us, your pubic hair If you trim, or you shave or you’re bare down there Whichever way’s your way It’s all okayyyyyyyyy Yes, it’s okay!
The campaign aims to normalize conversation around body parts like the pubic area to make women feel more comfortable about grooming there. “Because pubic is not a dirty word, and your pubic hair and skin deserve its own care,” the brand said in a statement.
Gillette Venus had conducted a female consumer survey about the use of anatomical terms such as “pubic.” It found that nearly half of them believed it feels more accurate to use such terms yet only 18% are actually using them. More than half, 56%, said they wished there were more accurate imagery and descriptions in media of women grooming in the pubic region.
The campaign playfully addresses the issue, while the Gillette Venus site promoting the products also features imagery of a diverse range of women shaving their bikini lines. The packaging too, features the words “pubic hair.” Along with the video, the effort includes a TikTok component inviting others to sing “The Pube Song.”
“With over two decades of research and scientific development in women’s hair and skin under our belt, literally, we know that grooming means something different to every woman,” said MyAnh Nghiem, Gillette Venus communications director in the statement. “Our new collection not only offers women more options for pubic grooming than we ever have before, but starts a new conversation about using language that accurately and respectfully represents the female body.”
Okay, okay, some of you may already be saying, “Enough is enough!” You gotta admit, though, advertising ain’t boring (well, alright, some of it is; some of it is even dreadful). This spot tries to be educational, informative, and entertaining, I guess, if not a little quirky. Frankly, if you didn’t realize the animated curl was in fact a pubic hair, I’m not sure that you’d figure it out based solely on looks.
What will they think of next? Uh, I’d really rather not think about it.
This animated spot is simply awesome. And touching. And serious. And gripping.
It sort of grips you by the throat as you’re reaching for the Kleenex.
Every so often I see a commercial or piece of design work that intrigues me or, in this case, stops me in my tracks. The photo still alone does that but the spot goes on to do more damage to my soul.
According to Advertising Age’s “Creativity,” 180LA and UNICEF have earned the Cannes Grand Prix for Good for the “Unfairy Tales” campaign, a series of films that first seem to start out like sweet kids’ stories but then take dramatic and, at times, terrifying turns when you discover the children are fleeing for their lives from war-torn Syria.
Among the stories were the tale above, “Malak and the Boat,” which chronicled a seven-year-old girl’s harrowing journey on the seas, and, at the end of the trip, is the only survivor of a boat that had been once full of her fellow countrymen.
Kudos to the men and women who had the guts to go forth with this message and for the artful way in which it was created and produced. While the animation brings a potent emotional punch to the stories, the appearance of the real-life protoganists at the end of each short really drives the point home.
Visually stimulating animation and poignant storytelling.
A powerful combination. We’d be well served to see more of this.
The short films mark the debut of UNICEF’s #actofhumanity global initiative, designed to promote positive perception of the tens of millions of refugee children around the world.
The Grand Prix for Good is chosen from all the Gold Lion-winning work that was created for charities or not for profit, as well as those with public service messages, with the exception of those awarded in Pharma, Health/Wellness, Innovation and Film Craft. Such efforts are not eligible for Grand Prix in their respective categories. The Titanium/Integrated Grand Prix jury determines the winner.
Actually, I got my chuckle a few days ago when I first read about this ad for Halifax Bank in the U.K. Featuring a few of The Flintstones’ characters, the spot does a wonderful job with the animation and the bank’s message.
Kudos to them for wanting to do something different, especially being somewhat contrarian to that British stiff-upper-lip perception.
According to Creativity Magazine, U.K. bank Halifax has collaborated with Warner Bros. once again, this time to feature Flintstones in a spot about switching banks. This ad, by Adam&Eve/DDB, sees Fred and Wilma walk into a Halifax branch and interact with a real-life manager as they explain why they want to switch from their Bedrock bank.
Once again, directorial duo Dom&Nic at Outsider worked with the Mill’s VFX team to integrate the iconic animated characters into a live action setting, and recreate them authentically (and) as close to the original as possible.
The team worked closely with Warner Bros. Consumer Products to get the character designs as accurate as possible, combining modern techniques with more traditional methods.
To give it a classic aged look, the Mill team also hand animated and color graded the entire end sequence, where we see Fred with his new shoes taking Wilma home, followed by Dino. Love the scene where a banker-lady is giving Dino a treat!
I’ve always appreciated a scenario when the agency is blessed with a client who is willing to bend or even break the supposed rules in order to impress and be innovative in a classy and, in this case, cute execution of a timeless classic.
The situation is scripted well and the actors are, well, believable. More importantly, the creative treats the concept with respect.
Alas, the poor boob who plays the banker. Imagine playing second fiddle to a famous caveman who is not part of Geico. Ah, the Brits!