Getting celebrities to pitch tampons isn’t easy. But Amy Schumer was all over the idea when Procter & Gamble Co. came to her about doing ads for Tampax last year. The result is very funny advertising that’s a particular departure for the category’s relatively staid leading brand.
The new “It’s Time to Tampax” campaign, created by Publicis Groupe, MSL and Schumer alongside her comedy writing team, opens with a series of videos in which the comedian and actress has frank and funny talks in a restroom, store, doctor’s office and mall about tampon sizes, how to insert them and taboos around shopping for them. The series, directed by Kathy Fusco of Hungryman, also includes mall-intercept interviews Schumer does with young females and males about tampons, periods, female anatomy and sex.
Much of it is not safe for work or TV, but some cuts do pass muster to air on broadcast, says Melissa Suk, vice president of North America Tampax and Always for P&G.
The ads were shot before the pandemic, which explains the store and mall scenes. The project goes back more than a year, to when Suk watched Schumer’s Netflix comedy special that debuted in February 2019.