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    McCann NY, Director Marysia Makowska Are Unapologetic For ANNOVERA

    By SHOOTUpdated:No Comments12951 Views

    When it comes to birth control and women’s reproductive health, we stop short of talking about it openly and honestly. The word “vagina” has been taboo. But we’re well into the 21st century, so enough with the pre-apologizing and PG-13 language. ANNOVERA® (segesterone acetate and ethinyl estradiol vaginal system) believes it’s time to speak and live unapologetically as women. That’s why it made an annual, comfortable, controllable birth control product, so you can take control of your life. It’s time to be direct and self-assured, always. Time to speak truth about reproductive health, time to speak truth and be sorry about it never. 

    Towards that end, McCann New York devised this spot, part of a campaign which challenges use of the term “the V-word,” a phrase that makes the female reproductive system sound embarrassing and shameful.

    “Let’s talk about ‘the V-word’–not vagina, but literally ‘the V-word,’” says the ad voiceover.

    “When we talk like that about reproductive health, we’re apologizing, so consider this an un-apology.”

    The narrator goes on to relate that the ANNOVERA birth control ring “goes in your vagina. Va. Gi. Na.”

    The spot was directed by Marysia Makowska via production house Spang.

    Credits

    Client ANNOVERA Agency McCann New York Sean Bryan, Thomas Murphy, co-chief creative officers; Maru Kopelowicz, EVP, executive creative director; Craig Bishop, sr. art director; Lucas Shanks, associate art director; Erica Yahr, chief strategy officer; Anna Andreis, SVP, group strategy director; Rosalind Mowitt, sr. strategist; Katie Boyko, sr. producer. Production Spang Marysia Makowska, director; Melanie Cox, exec producer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Marysia MakowskaMcCann New YorkSpang



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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