Posts Tagged ‘leo burnette

15
Jun
10

Maybe you need better advertising. Maybe you need a better tampon box.

Yes, this is a blog about tampons. And it is especially relevant for art directors who constantly wear black and get all broody when clients ask to see “something a little bit different, please.”

For years, I have had issues with what I refer to “tampon box creative.” If you are not familiar with my personal reference to tampon box creative, all you need to know is that tampon box creative is not compelling. It is not noteworthy and it is not interesting. And it is most likely not worthy of my blog writing time.

So my day started out on a bang when Jay, our creative director, forwarded me a link to the American Advertising Federation 2010 National ADDY Award Winners, specifically the Best of Show Winner. It’s a mini-movie about Tampax. Even better, the story is about a boy learning to appreciate Tampax.

If you ask me, figuring out how to advertise tampons from a boy’s perspective is pure genius. I applaud the Leo Burnett agency for a superior concept and final execution. It is truly stellar and deserves the accolades it receives.

It is worth mentioning, however, that it is not just the P&G tampon movie that talks about tampons from a new and different perspective. A slew of recent tampon ads for U by Kotex prove a point that tampon commercials have traditionally been inside the world of “tampon box creative” – nothing notable or memorable. Let’s face it, in the list of “Best Ads Ever” you don’t find any tampon commercials. But these are better than their predecessors.

I love the fact that Kotex and Tampax are stepping out and truly letting their creative agencies come up with different, unique and interesting ideas to generate brand awareness and drive sales in a traditionally stale market.

The lesson we can learn from this is that regardless of what the product is and no matter how traditional the advertising HAS been, when you hire people who literally think “outside the tampon box,” you can develop compelling creative that gets noticed.

What do you think about the P&G movie? Do you have examples of tampon box creative you want to share?

Are you looking for compelling, out of the tampon box creative? Call me. I can assure you that nothing we do here looks like a tampon box.




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