Libresse, with the help of BBDO Malaysia has launched a cheeky campaign which makes fun of common themes used by companies promoting feminine hygiene products such as sanitary napkins. The spot was launched last week in Malaysia, coupled with on-ground activations.
Called, “Let’s Get Real”, the campaign addresses the frequent use of advertising tropes such as tight white pants, happy scenes in a meadow and sleeping bed scenes in feminine hygiene commercials.
Breaking the fourth wall, the campaign stars a female character present on a fake period commercial set who calls out all conventions of a typical period commercial. This ranged from a photoshoot with a model donned in white pants, to another cast member rolling around in a bed to showcase a good night’s sleep with no leakage.
Since its launch on Facebook, the video has garnered 360k views, 3,600 reactions and 530 shares at the time of writing.
In a conversation with Marketing, a spokesperson from BBDO shared that the campaign idea came about from a brainstorming session with Libresse and its partner Isobar.
“We looked at all the common threads among ads in this category and found out everything was centred around fake reality. It’s exaggerating the happiness felt during one’s period. And most of the ladies in the room found it annoying that no one speaks to them in an honest manner,” the agency spokesperson said.