The campaign, which will run in the Netherlands, was created by WPP Group's Grey Amsterdam.
The ad is aimed at overcoming the perception among women in the Netherlands that Lacatacyd is for problems only, in an attempt to encourage women to adopt the brand in their daily routine.
In the ad, viewers witness a variety of situations encountered by a vagina, such as shaving and sex, to show women that they are exposed to numerous threats everyday.
Elisa Beenakker, a creative at Grey Amsterdam, said: "This commercial takes Lactacyd from feeling like a medical product to feeling like an essential part of a woman's personal care routine.
"It's unapologetic and instead unashamedly confident and energetic in the way women today are."
The ad was created by a female creative team and British executive creative directors Seyoan Vela and Colin Lamberton. It was directed by Robert Nylund.
Comments
dano - 12/01/2009
zero chance of this appearing on British TV screens anytime in the next 15 years.
A vagina's point of view eh?
......no - I'm going to resist the obvious joke.
this is quite a ballsy ad but it's going down like a cup of cold sick in my office among men and women which makes me think it will fail to drive sales if it is turning women - the target audience - off.
brave. still not sure I like it and it is going to work the way brief intended ... still I admire the team for going for it.
dano - 12/01/2009
a day in the life of a willy.
What's the big deal about a t**t starring in an advertising campaign? Confused.com have been using that concept for years...
It's like an alternative version of 'Smack my Bitch Up'.
Music is awful, why didnt they just re-name/brand it and stop it form sounding like a laxative or something!
Yet another rip-off ad. Jeremy Clarkson has been giving a vagina's view of the world in his Times column for years.
All the women in the office were put off by this. Fail.
I wonder how many women think that much about that part of their body? Enough for its point of view to be made public? Funny though and provoking attention.
I quite like it actually, it's certainly different and for once isn't using a 'rose petal' or similar item to describe a part of the female anatomy. I agree the music and the brand name ruin it but the idea is good and its representative of the target audience - what more could you want?
nice one Kate - only a lady could get away with that - mint
I do think about that part of my body a lot but all this ad has done is make me happy that I do not feel the need to use a cream on it and convinced me that I never will. Can't speak for the Dutch though!
Classy example of all that's wrong with marketing, and nothing that's right. This rubbish gives marketing a bad name. Women's bodies have, excepting medical conditions, worked fine for several hundred thousand years. Creating fear, uncertainty and doubt to sell them a daily use product they don't need in order to assure themselves they are protected from an unreasonable fear is outrageous.
I think Jeremy Chatfield has made a brilliant point. All the so-called "threats" in the ad are just normal, daily activities, yet the ad seeks to turn a woman's viewpoint of her llife into a minefield of potential medical mishaps. It's a mean spirited and slightly hysterical ad and without wanting to sound like a sexist, it's quite clear that it has been made by an all female creative team. Because they've taken the subject very seriously. Had they got a male involved, it might have ended up being a bit more light-hearted. It lacks humour.
Unless your line of work as a female involved this particular part of your anatomy (ladies of the night, I'm thinking of you), is there really, truthfully, any need to use Lactacyd on your vagina everyday? And what if you fancy a quickie with your boyfriend ... "Sorry, I've just finished doing my daily application of Lactacyd."
Jeremy has a fine point, although women have created and used herb rinses and douches for centuries, I'm thinking mainly post childbirth to prevent infection and rehabiliate the tissue. I think the ad is a complete lie in that it calls for you to "Protect yourself everyday". When, as Jeremy says, the vag simply does not need daily defence. I'm surprised this ad has made it through regulations.
I dont know whats in this product and I dont know exactly what it claims to do. But yep, its rubbish.
Comments
dano - 12/01/2009
zero chance of this appearing on British TV screens anytime in the next 15 years.
jezwaspsrule - 12/01/2009
A vagina's point of view eh? ......no - I'm going to resist the obvious joke.
Chris Pollard - 12/01/2009
Gross
Holly Martins - 12/01/2009
this is quite a ballsy ad but it's going down like a cup of cold sick in my office among men and women which makes me think it will fail to drive sales if it is turning women - the target audience - off.
Katerina Hubova - 12/01/2009
brave. still not sure I like it and it is going to work the way brief intended ... still I admire the team for going for it.
Roxanne Kesson - 12/01/2009
What next?
dano - 12/01/2009
a day in the life of a willy.
Michael Coxon - 12/01/2009
What's the big deal about a t**t starring in an advertising campaign? Confused.com have been using that concept for years...
Eddie Stalwart - 12/01/2009
It's like an alternative version of 'Smack my Bitch Up'.
Steve Winters - 12/01/2009
that's truly rank
Ad- Dick - 13/01/2009
Music is awful, why didnt they just re-name/brand it and stop it form sounding like a laxative or something!
ormiston groove - 13/01/2009
Yet another rip-off ad. Jeremy Clarkson has been giving a vagina's view of the world in his Times column for years.
Dominic Gudgeon - 13/01/2009
All the women in the office were put off by this. Fail.
Andrew Akuffo - 13/01/2009
I wonder how many women think that much about that part of their body? Enough for its point of view to be made public? Funny though and provoking attention.
Tabitha Franklin-Butler - 14/01/2009
I quite like it actually, it's certainly different and for once isn't using a 'rose petal' or similar item to describe a part of the female anatomy. I agree the music and the brand name ruin it but the idea is good and its representative of the target audience - what more could you want?
Kate Ritchie - 14/01/2009
it's just gash
gotnoteef - 15/01/2009
nice one Kate - only a lady could get away with that - mint
Helen Lee - 15/01/2009
I do think about that part of my body a lot but all this ad has done is make me happy that I do not feel the need to use a cream on it and convinced me that I never will. Can't speak for the Dutch though!
Helen Lee - 15/01/2009
Crap ad
Jeremy Chatfield - 15/01/2009
Classy example of all that's wrong with marketing, and nothing that's right. This rubbish gives marketing a bad name. Women's bodies have, excepting medical conditions, worked fine for several hundred thousand years. Creating fear, uncertainty and doubt to sell them a daily use product they don't need in order to assure themselves they are protected from an unreasonable fear is outrageous.
Roger OThornhill - 15/01/2009
I think Jeremy Chatfield has made a brilliant point. All the so-called "threats" in the ad are just normal, daily activities, yet the ad seeks to turn a woman's viewpoint of her llife into a minefield of potential medical mishaps. It's a mean spirited and slightly hysterical ad and without wanting to sound like a sexist, it's quite clear that it has been made by an all female creative team. Because they've taken the subject very seriously. Had they got a male involved, it might have ended up being a bit more light-hearted. It lacks humour.
Holly Martins - 15/01/2009
Unless your line of work as a female involved this particular part of your anatomy (ladies of the night, I'm thinking of you), is there really, truthfully, any need to use Lactacyd on your vagina everyday? And what if you fancy a quickie with your boyfriend ... "Sorry, I've just finished doing my daily application of Lactacyd."
debbie cramer - 16/01/2009
Jeremy has a fine point, although women have created and used herb rinses and douches for centuries, I'm thinking mainly post childbirth to prevent infection and rehabiliate the tissue. I think the ad is a complete lie in that it calls for you to "Protect yourself everyday". When, as Jeremy says, the vag simply does not need daily defence. I'm surprised this ad has made it through regulations. I dont know whats in this product and I dont know exactly what it claims to do. But yep, its rubbish.