Menopause. The last great societal stigma of a woman’s life. Not only do people not like to discuss it but often doctors won’t address it or give it the time it deserves. And even menopausal women themselves suffer in silence through its painful symptoms. With “Long May She Reign,” TherapeuticsMD, Inc. is introducing menopausal women to IMVEXXY, an estrogen vaginal insert that can relieve moderate to severe painful sex due to menopause.
And the best way to tackle an ignored medical issue and underserved population of patients is to stop the stigma in its tracks. Be bold about the fact that women over 50+ years old are vibrant and in control of their lives. Talk about the problem, and more importantly, the solution, in empowering ways that recontextualize what a menopausal woman looks, acts and feels like in 2021. And finally do all of this by adhering to the constraints of a traditional pharma campaign while creating something that is anything but–with this commercial where the menopausal women is Queen and IMVEXXY is her ally so she can conquer the bedroom for the rest of her reign.
Ivan Stojiljkovic of Contrast Eye directed this "The Queen's Next Chapter” spot for McCann New York.
Credits
Client TherapeuticsMD/IMVEXXY Agency McCann New York Sean Bryan, Thomas Murphy, co-chief creative officers; Maru Kopelowicz, EVP, executive creative director; Armando Flores, Sara Worthington, SVPs, group creative directors; Adam Koehler, creative director; Mikey Harmon, associate creative director; Margaret Webber, sr. copywriter; Dina Zolan, sr. art director; Anna Andreis, SVP, group strategy director; Whitney Bryan, VP, director, communications strategy; Claire Stewart, sr. strategist; Danielle Karrt, VP social strategy director; Rebecca Krevat, social strategist; Nathy Aviram, chief production officer; Lauren Bauder, integrated producer; Dan Gross, sr. integrated music producer; Jeannette Subero, sr. innovation producer; Annie Panousopoulos, UX architect; Megan Ohr, UI designer. Production Contrast Eye Ivan Stojiljkovic, director; Aleksander Kosutic, DP; Osei Kakari, exec producer; Linda Kattam, managing director; Paul Papanek, line producer. Production Services Good Kids (Budapest, Hungary) Patricia D’Intino, service producer. Editorial No6 JK Carrington, editor; Corina Dennison, exec producer; Cecillia Melton, producer. Color Marina Starke, colorist. VFX Spring Onion Studio, Belgrade, Serbia Music Duotone Audio Group Jordan Lieb, composer; Ross Hopman, exec producer; Gio Lobato, sr. producer. Audio Post Sonic Union David Papa, engineer
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
