A controversial television ad for feminie hygiene products featuring a women and her pet beaver has not been pulled from air despite seven complaints being made to the Advertising Standards Bureau.
Some media has reported that the Kotex TVC for its U range of tampons and sanitary towels had been axed from screens just days after launching. But Kimberly-Clark, which makes the products, conformed the commercials were still running.
The ad features a women and her pet beaver doing a range of everyday activities such as going to the beach and having their nails done. The ad ends with the tagline: “You’ve only got one. So for the ultimate care down there, make it U.”
The ads were created by The Brandshop and launched last week.
Anna Barlis, divisional manager of the adult and femcare division at Kimberly-Clark told B&T Today: “Most femcare ads always receive complaints. It is a normal part of the process. Yes we have been notified by the Advertising Standards Bureau and we are taking the normal procedures. They have not been pulled.”
Barlis said the ad, which was created by women, was designed to raise awareness with women aged 18 to 24 about vaginal health.
Research carried out by the company found young women were more comfortable in talking about the issues when euphemisms were used.
“It was all about raising awareness of vaginal health. What we found was that women don’t feel comfortable talking about down there and the only way you can raise awareness is through the use of euphemisms. They feel much more comfortable when using a euphemism.”
She added: “The beaver concept was the most effective way of getting through to these women and making them not embarrassed about it.”
The ad was pre-tested and Barlis said it had received a positive response.
A spokesperson for the ASB was unavailable for comment. The ad will be reviewed by its board at the next meeting on 9 April.
The 30-second spot is the first of three that will roll out on free to air and pay television and cinema supported by a print campaign.
Credits: executive creative director Monty Noble, writer Amy Wright, art directors Melissa Turkington, producer Elissa Maine, group business director Kate Meyer, director production Paul Middelditch (Plaza).
