This bold ad for birth control is 'unapologetic' about vaginas
Campaign by McCann is first work for contraceptive ring Annovera
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.
Credits
- Date
- Jul 09, 2020
- Client :
- Annovera
- 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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