This bold ad for birth control is 'unapologetic' about vaginas

Campaign by McCann is first work for contraceptive ring Annovera

Published On
Jul 09, 2020

Editor's Pick

Advertising around female hygiene products and reproductive health is getting bolder by the minute -- from Libresse's efforts like Wombstories and Viva La Vulva to Thinx reimagining a world where men have periods.

The latest film to challenge taboos in the category comes from contraceptive ring Annovera, an FDA-approved form of birth control that's claimed to be the first of its kind. Created via McCann, which won the account last year, the spot initially sets out to talk about vaginas, rather than "the V word."

"When we talk like that about reproductive health, we're apologizing," says the voiceover. "But consider this an un-apology."

"What we've put up with not to get pregnant is just not normal," it goes on to tell us -- a message that will doubtless appeal to a generation of younger women who want to talk more openly about their reproductive health.  Directed by Marysia Makowska via Spang, the spot's colorful, bold style and frank narration also helps the break the mold for a medical product ad -- despite the inevitable health warnings.

The film is running on social media including Facebook and Instagram, and display including YouTube.


Jul 09, 2020
Client :
Agency :
McCann Worldgroup
Chief Commercial Officer :
Dawn Halkuff
Vice President of Marketing :
Kristen Landon
Senior Director of Marketing :
Jerrold McRae
Director of Marketing :
Tom Moody
Marketing Coordinator :
Jennifer Salokar
Insights Director :
Julie Loving
Co-Chief Creative Officer :
Sean Bryan
Co-Chief Creative Officer :
Thomas Murphy
EVP Executive Creative Director :
Maru Kopelowicz
Senior Art Director :
Craig Bishop
Associate Art Director :
Lucas Shanks
EVP Executive Account Director :
Darla Price
Account Director :
Dana Markiewicz
Account Supervisor :
Christen Koribanics
Account Executive :
Chelsea Freitas
Chief Strategy Officer :
Erica Yahr
SVP Group Strategy Director :
Anna Andreis
Senior Strategist :
Rosalind Mowitt
Senior Producer :
Katie Boyko
Spang Executive Producer :
Melanie Cox
Director :
Marysia Makowska
EVP Client Experience :
Jamie Dowd
SVP Client Experience :
Paddi Hurley

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