Amber Rose Keeps a Diamond-Encrusted Tampon Round Her Neck in This PSA Against Sanitary Product Taxes
Spot Protests Sales Tax on Tampons and Pads in 36 U.S. States
Editor's Pick
Actress Amber Rose stars in a new PSA protesting against taxes on sanitary products in 36 U.S. states that don't class them as a necessity.
Period Equity argues that not exempting tampons and pads from sales tax effectively treats them as a "luxury," and so the spot spoofs an upscale jewelry ad, with Rose twirling what looks like a diamond-encrusted pendant. It turns out to contain not a precious jewel, but a tampon. "Where else would you keep something that 36 states class as a luxury?" asks the voiceover.
The ad is by JWT New York and Melanie Bridge at the Sweet Shop directed. It was unveiled at Amber Rose's OPENed Women's Conference and annual SlutWalk on Sept, 30 in Los Angeles. The PSA features actual bejeweled tampon holder necklaces designed by high-end jewelers; Ilaria Lanzoni, head designer of Hearts on Fire, celebrity jeweler Jade Trau and silversmith Kevin Grey.
"This tax targets half of the population, and many don't even realize that the majority of states have it," says Sarah Barclay, executive creative director, J. Walter Thompson New York, in a statement. "So we wanted an idea that was so absurd, it couldn't be ignored, and could help to ignite legislative action."
The U.S. is not the only country fighting so-called Tampon Tax; the U.K.'s biggest retailer Tesco recently announced it was cutting the 5% taxes on sanitary products for customers for own-label and other brands, swiftly followed by fellow retailer Waitrose.
Credits
- Date
- Oct 02, 2017
- Client :
- Period Equity
- Client :
- Period Equity
- Agency :
- JWT-New York
- Founder :
- Jennifer Weiss-Wolf
- Founder :
- Laura Strausfeld
- Executive Creative Director :
- Sarah Barclay
- Creative Director :
- Yana Hunt
- Copywriter :
- Danielle White
- Copywriter :
- Christopher Phillips
- Head of Production :
- Anthony Nelson
- Agency Producer :
- Gillian Blain
- Global President :
- Claire Capeci
- Account Manager :
- Adaire Carey
- Global Planning Director :
- Marina Pen
- Project Manager :
- Drazen Kupres
- Agency :
- Sweetshop
- Director :
- Melanie Bridge
- Executive Producer :
- Laura Thoel
- Bidding Producer :
- Carolyn Pedrossian
- Line Producer :
- Michelle Stark
- Director, Photography :
- Danny Ruhlmann
- Production Designer :
- Erin Dallesandro
- Still Photographer :
- Howard Wise
- Editorial :
- Beast
- Editor :
- Lindsey Nadolski
- Post Producer :
- Jennifer Gotharb
- Executive Producer :
- Melissa Lubin
- Color Grading :
- Company 3
- Colorist :
- Sofie Borup
- Music :
- Amber Music
- Producer :
- Mike Perri
- Music Supervisor :
- Mike Perri
- Executive Producer :
- Michelle Curran
- Music Creative Director :
- Michelle Curran
- Audio Mix :
- Heard City
- Engineer :
- Jodi Levine
- Voice Talent :
- Lindsey Kaufman
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