By The Third Day of My Period I Feel Like Dancing!
March 26, 2010
It’s rare that I’m moved by a commercial – in fact it’s rare that I even see commercials since everything I watch is either on DVR or HBO. So it was really rare that not only did I watch a commercial, but was inspired by a commercial – and of all things it was for a line of tampons and pads. Seriously I had to rewind a few times to make sure I saw what I thought I saw. What’s so great about this ad is that in less than 50 seconds it calls out all the BS that the other-guys (guess that should be other-gals)say/show on feminine hygiene ads. It reminded me of the difference between the NO BS approach to PR vs. the approach of most agencies; say what the client wants to hear, make everything sounds nice, make them thrilled and pleased.
There is a lot of talk in the marketing world about creating relationships and conversations between consumers and brands. I believe the most important building block of that relationship is the foundation of trust. And how does one achieve trust? Honesty. I’m sure there were old-school thinkers within Kotex –an old-school brand – who were very uncomfortable with this ad. After all, it mocks what the industry and likely what Kotex has been advertising for years. But some enlightened thinker on the advertising team knew that honesty and NO BS was the best approach. (View the video by clicking here)
I have no experience in this arena; haven’t ever done the trip to the store at midnight to pick-up a pack for a loved one. But if I ever find myself in that position or if by some crazy chance someone asks me for a recommendation, “I’m a Kotex kinda guy.”