Carefree uses the longest owner-operators of vaginas to talk tampons and liners. Four matriarchs—owner-operators of vaginas—reveal their wit and wisdom to the next generation of women with sass, who are encouraged to get comfortable and look after themselves.

Unfiltered and unscripted, these carefully extracted stories reveal how sharing themselves to a new generation is not just a fresh approach, but the ultimate in female empowerment.

This one cuts right across cultural barriers. Women bleed, and these matriarchs know what they're talking about.

This spot lives and dies by the candid storytelling of its subjects. Eliciting strong, personal, authentic performances from non-actors is a tremendous skill—one which lies solely with the director. Design and cinematography can't and don’t cover this up, and in this case, the director's talent for drawing human moments from her subjects doesn’t just shine, it is the cornerstone of this campaign.

The result is charming, personal and empowering, simmering with a candid authenticity in its storytelling that is hard to beat—which masterfully cuts straight to the hearts and minds of its intended audience.