2. No BS, please.

by karen orlowski

The other day in my Creative Strategist class we took a look at this U by Kotex ad created to call out the classic twirl-around-your-garden-in-a-white-dress tampon commercial. As a result, Apology. U by Kotex is “honest and authentic,” according to Youth Pulse, Inc. (Ypulse).

We’ve all seen the ridiculous and completely inaccurate tampon commercials advertising fluffy bunnies and other fantastic things, when in reality they should be advertising comfy couches and chocolate. Classic tampon commercials are a joke, let’s face it. So, why didn’t we think of this a long time ago? There’s something simplistic about this campaign idea, and I think it stems from just telling the truth. While the ad is obviously funny because of its honesty, the ad actually got me thinking about my advertising philosophy- shouldn’t we all be a little bit more honest all of the time? We can’t all be Kotex, but I think more substance would be produced as a result.

In a guest lecture with Carson York, brand idealist and graduate student at the University of Oregon, he said that “we don’t accept bullshit anymore.” York commented on the history of brands saying that, “advertising used to just be making ads for three mediums- television, radio and newspaper, now it’s more of a brand promotion concept.” York sites the Pepsi Refresh campaign as one brand he sees “doing the right thing.” While these campaigns differ, both U by Kotex and Refresh share similarities of telling the truth, speaking honestly and maturely to their audience, and doing something different- rather than competing to be the best within the same-old mold.

While running the risk of crossing into “too much information” territory, the U by Kotex gives me hope for other feminine products and their (hopefully better) future advertising.

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