Cited from: http://www.youtube.com/watch?v=uhyAH2ARGyE
Sourced on: 05/09/2012
General Information
Created by creative agency Shift in 2012, "leakage freakage"continues Kotex's controversial style of advertising further into 2012. Back in 2010 Kotex began with the "beaver" ad resulting in over 185 complaints to the Advertising Standards Bureau. Most likely this overwhelming recall and recognition of the TVC could explain why further ads like this have been produced since. In this recent edition Kotex describes a common fear for women, "leakage freakage" and humorously portrays how to avoid the problem such as keeping your back to the wall. These exaggerated and humorous alternatives lead women to think of the absurd things they or friends have done due to "leakage freakage" over the years. This style of execution is slice of life mixed with humorous appeals.
Target Audience:
Menstruating young to middle aged women, most likely between the ages of 16 and 40.
Objectives:
Menstruating young to middle aged women, most likely between the ages of 16 and 40.
Objectives:
Encourage open dialogue about womens issues in a humerous way that make women feel at ease and will lead to increased sales of U by Kotex products.
My Opinion
I find this ad quite funny, it depicts an exaggerated view on the silly things women do during that time of the month. I think for families and for males this is a very awkward ad to sit through, especially when with a woman. I know this to be true, as I sat with my boyfriend watching telly last night and this came on. He waited to see my response, obviously concerned I would want to talk about "it all" and then blurted out "I dont like that ad". I dont doubt this will have as many complaints as its predecessor "Beaver" yet as a girl I am disappointed that we cant take it in jest as being a humorous jibe at women and their ridiculous tendencies when it comes to that time of the month.
I doubt that the specific ways "leakage freakage" is avoided actually occur, as no women stations herself outside a toilet at that time of the month. Despite being an exaggerated view on womens hygiene it continues a dialogue on the topic which is important otherwise we may as well still live in the 50's.
I doubt that the specific ways "leakage freakage" is avoided actually occur, as no women stations herself outside a toilet at that time of the month. Despite being an exaggerated view on womens hygiene it continues a dialogue on the topic which is important otherwise we may as well still live in the 50's.
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