Viva la Vulva

Feminine product ads spent decades peddling shame and discomfort around the way women perceive their bodies, but there’s a new era dawning. And now it has an anthem. “Viva La Vulva” is the much-anticipated follow-up to Swedish brand Libresse’s #BloodNormal campaign, which boldly challenged the stigmas around women’s periods — including, gasp, showing blood as red in an ad — and was rewarded with the Glass Grand Prix at this year’s Cannes Lions. Like all great marketing, this is far more than an ad. It’s a visually lush and wonderfully enjoyable piece of film that combines animation with inspired art direction, creating a range of vaginal metaphors that are bound to stick with you.

Along the same lines, we can just recall the brilliant animated documentary by Lori Malépart-Traversyis, Le Clitoris, or maybe the vagina-celebratory mantra from Lars von Trier’s Nymphomaniac: “Mea Vulva Mea Maxima Vulva”.

From U.K. agency AMV BBDO, the ad clearly wouldn’t work without the pitch-perfect track, Take Yo’ Praise from Camille Yarbrough, famously sampled by Fatboy Slim’s Praise You in 1998.

www.libresse.se

Thanks
www.adweek.com