Cannes Lions

U BY KOTEX SANITARY PRODUCTS

OGILVY & MATHER, New York / KIMBERLEY CLARK / 2011

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Tampon commercials are known for portraying women as either nauseatingly, overly feminine girly girls celebrating the beauty of their period or as cheerleaders who can –whew!- still do splits and jumps despite being on their period. This spot turns those conventions on their head, as a willowy girl frolics gaily through a field waxing poetic about her tampons when a super peppy cheerleader barges into her commercial and tries to steal the spotlight, proving that most tampon commercials aren’t much more than hype.

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