Arrae minces no words in irreverent ads about women’s health

Female-focused wellness brand Arrae has … choice words to convey the importance of women’s health in a campaign created with an all-female team and led by agency Red Tettemer O’Connell + Partners, a Mod Op company. Three new spots in Arrae's "Real Talk" campaign—“Sh*t Talk,” “[Eggplant Emoji] Appointment” and “Cancel Culture”—tout the benefits of the brand’s newest supplement product, Tribiotic, for microbiome support, boosted immune defenses, healthy vaginal pH levels, optimized digestion and protection against visible signs of aging. The ads feature unfiltered and irreverent language referring to women’s natural biological characteristics. Directed by actress and writer Alison Rich and supported by an all-female leadership team from RTO+P and production company Imposter, the comedic spots highlight the universal—though often unspoken—experiences that women go through. The spots ask rhetorical questions like “Do you want to be a girl who poops or a b*tch who sh*ts?” and offer a glimpse into the intense and sometimes ludicrous preparation women go through before an anticipated intimate encounter (aka, an eggplant emoji appointment). The third spot, meanwhile, challenges new consumers to cancel their current probiotic subscription for something cleaner for a free bottle of Arrae’s Tribiotic. A fourth spot, “Block Him,” is expected to be released early next year and will feature another product, MB-1. “The ethos of our brand is to address the most pressing issues that women deal with in an unfiltered, yet relatable way, which is why we were so excited to work with RTO+P and Alison to bring our brand to life,” the company said in a statement. “The spots that we created are funny and unfiltered while keeping our brand’s elevated aesthetic in mind.” Each spot takes a no-nonsense, raw approach and uses colloquial and slang language to describe how women think about their body, health and sexual activity in modern terms. “We said, ‘Can we go there?’ and the Arrae team said, ‘We dare you,’” said Carla Red, managing partner at RTO+P. “They were open to really living inside the minds of our audience to get to how we talk about the benefits of their products. It’s not often brands are willing to truly go there, but for us that’s where the magic lies.” The campaign launches nationally online on Oct. 20 across CTV streaming services Peacock, Paramount+, Roku and Hulu. It will also run organically and on paid social across TikTok, Instagram and owned channels. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Arrae minces no words in irreverent ads about women’s health

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