Femtech brand Elvie is celebrating the wonders of the female body in rap in a spot for International Women's Day.

The ad, created by Mother London, features Eva Lazarus, a multi-genre artist and breastfeeding mother, leading a cast of pregnant and breastfeeding women in a hip-hop style anthem. The lyrics champion the "high-tech anatomy" and "complex design" of the female body and lays out how some of Elvie's products, such as its cordless breast pumps and pelvic floor trainers, can give women the tools they need.

Also read: How brands are celebrating International Women's Day in 2022

The spot will run on YouTube, Facebook, Instagram, video-on-demand and TikTok, across multiple markets. The brand's previous campaigns have included eye-catching work such as an installation of giant inflatable breasts on London rooftops for Mother's Day and a video in which moms danced around with dairy cows to highlight the challenges of pumping.

"Elvie continues to hear from women that they want respect and recognition for their bodies no matter their size, shape or stage of life—and don’t want to be held to societal standards,” said Aoife Nally, chief marketing officer of Elvie, in a statement. “As we celebrate International Women’s Day, it’s time we bust long-standing taboos and create tech that women deserve. Our goal is to empower and enable women to achieve everything their bodies are capable of.”

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“I wanted to get involved with Elvie on this new project because of the fears I had prior to becoming a mother," added Lazarus. "Normalizing all of the associated experiences of womanhood/motherhood are so important and as a new mum I found it liberating to celebrate how inspiring it is that our bodies are undeniably smart and strong. I would love women to take that away from this campaign and feel emboldened. We are magnificent!”