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Breaking: Masculine pitch for feminine hygiene

Published on .

What's wrong with this picture? Nothing at all if you're an "evolved" man. The twist in what looks like a simple commercial from Brazil is that the fellow shown in the spot is discussing the better fit and greater comfort of Santher's new Sym sanitary napkins. He earnestly speaks about such topics as "napkin leak" and promotes the product's Body Fit System "because, contrary to what many men think, women are not all alike." He ends by saying: "If even men have evolved, it's time for sanitary napkins to evolve, too." The spot was created by Washington Olivetto, the founder and president of W/Brasil, Sao Paulo, who this year returned to being a copywriter.
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