Washing your parts is just as important as a healthy breakfast, ladies

So say Summer’s Eve, manufacturers of ‘feminine hygiene’ products, and purveyors of appalling euphemisms like ‘feminine hygiene’.

(Click for bigger)

I don’t even know where to start with the things wrong with this ad. I can kind of see the clean bits = more confidence = securing a raise logic, but come on. Who’s ever genuinely sat in a meeting with their boss, totally fluffing their words because all they could think was “Man… my flange absolutely honks”?

Personally, I’d like to see a much more honest ad for this kind of product. We all know what it’s for, and it’d be so refreshing to see a more realistic approach in its advertising. I’m not saying it needs to be explicit or coarse – just that there are much more creative ways to advertise Summer’s Eve without making people cringe. Who knows, you might even strike a chord with the real, actual vagina-owning people in your audience – because they’re sure as hell not seeing themselves in this ad.

Come to think of it, what a lovely brief this’d be. I might work up some spec ads and present them to my male Creative Directors. Should be interesting.

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