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.
Creativity is what makes the world go ’round. Don’t just take my word for it – look around you: Everything is a product of creative minds thinking differently, challenging the norm, taking risks and learning from trial and error. Everything you do can be a creative act.
Since not all creative acts are deemed equal, their variety suggests a plethora of creativity exists globally. We’re here this next week to celebrate global creativity in all its forms via the WCIW web site and its partners.
WCIW inspires and enables people around the world to celebrate creativity in their own way, and share it with others through our international community and brand presence.
WCIW’s mission is to encourage people to use new ideas, make new decisions, and take new steps towards making the world, and your place in it, better through creativity.
Saying that we’re living in challenging times is a vast understatement. Trying to keep pace with changing content demands can rattle anyone. This special AdAge webinar, now viewable on demand, will help you maneuver down a rather tumultuous road with your marketing strategy.
As brands have had to hit the pause button on planned marketing activities like events and OOH, digital creative content demands are unprecedented. Creative teams are now tasked with revising planned campaigns, coming up with new concepts, and updating messaging in existing creative. How do you do that at scale?
It’s time to rise to the occasion: Explore options for stress-free delivery of the content volume you need to carry your brand at this time.
We like to think that every creative execution hits right on target. Well, we know better even when we don’t like to admit it. A recent report from the UK, suggests quite the opposite, that creative effectiveness is being called into question.
UK advertising agencies are fast-paced, dynamic and produce advertising, media and marketing that many consider to be the envy of the world. One organization that voices their concerns, showcases their work and continuously develops their skills to keep them at the top of their game is the Institute of Practitioners in Advertising (IPA), incorporated by Royal Charter.
The IPA exists to help members be the best they can be. They set the protocols for the UK industry’s best practice standards. They advise on how to choose an agency, how to run an agency or how to behave if you work in an agency. They also work collaboratively with members to improve diversity within the industry.
So, as this new report makes the rounds of the British ad scene, it will be interesting to see what the reaction is. It will, I dare say, be interesting to watch what, if any, reaction there is here in the US. If anything, the US has always been much more conservative in our approach to advertising compared to the UK. Does that conservatism mean our ads are more effective than theirs. Doubtful. It’s sort of like comparing apples and oranges. Continue reading →
In a previous post, we learned about the future of advertising, which is still unfolding. This post deals with the future of TV, which is definitely still unfolding and evolving. Long gone are the days when we would settle in our easy chair to watch the national news at 5:30, then continue on at 6 for one’s local news.
Today, everything seems to be easy on, instantaneous.
So much so that we find ourselves in an unprecedented time where consumers around the globe are turning to TV and internet entertainment as they adjust to world events. View the webinar below as Innovid CTO Tal Chalozin walks through today’s ever-changing TV consumer trends, what they mean for advertisers, and what brands can expect in the immediate future.
What the data reveals about viewer impressions and device usage across key markets,