Kotex Film CHEERLEADER by Ogilvy & Mather New York

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CHEERLEADER

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Industry Hygiene & Personal Care Products
Media Film
Market United States
Agency Ogilvy & Mather New York
Director Mike Maguire
Art Director Doreen Fox
Copywriter Andrea Scotting
Editor Sherrie Margulies
Production The Directors Bureau
Released January 2011

Credits & Description

Category: Toiletries
Advertiser: KIMBERLY-CLARK
Product/Service: U BY KOTEX SANITARY PRODUCTS
Agency: OGILVY & MATHER
Production Company: THE DIRECTORS BUREAU, Hollywood, USA
Date of First Appearance: Jan 31 2011
Creative Director: Andrea Scotting/Doreen Fox
Copywriter: Andrea Scotting
Art Director: Doreen Fox
Agency Producer: Melanie Baublis
Director: Mike Maguire
Editor: Sherrie Margulies
Editing Company: Crew Cuts
English Description
Tampon commercials are known for portraying women as either nauseatingly, overly feminine girly girls celebrating the beauty of their period or as cheerleaders who can –whew!- still do splits and jumps despite being on their period. This spot turns those conventions on their head, as a willowy girl frolics gaily through a field waxing poetic about her tampons when a super peppy cheerleader barges into her commercial and tries to steal the spotlight, proving that most tampon commercials aren’t much more than hype.