It used to be that mothers taught their daughters how to use period products. Now, the tables have turned. In two new videos for the groundbreaking period care product Thinx, purpose-driven agency OBERLAND challenges the dated binary choice of tampons vs. pads and introduces a new, better solution.
The campaign, built on the tagline “How a New Generation Thinx,” appears across the entire Thinx portfolio, an approach that is a first for the brand. It launches with two spots – the first, “Saved by Sister,” supports Thinx Teens,™ the new teens line of reusable and sustainable period underwear with built-in leak protection. The second portfolio spot , “Moon Landing,” captures the sense of awe and frustration on the face of a woman when she learns how the marvels of modern technology have finally delivered period-havers from the hassle of dealing with existing period protection products. Both spots are delivered in a comically candid style meant to stand out from the clutter of traditional period care products and resonate with people who are eager for a new solution.
Both spots–including this one, “Saved by Sister”–were directed by Pamela Adlon, known for her FX series Better Things. This marks the commercial directing debut for Adlon who’s accomplished as a producer, screenwriter, actor and helmer. The campaign spots came out of production company Girl Culture Films, which recently added Adlon to its directorial roster.
“By its very nature, Thinx is an inherently progressive brand that stands against the decades-long status quo in period care, and period advertising,” said OBERLAND managing partner and executive creative director Lisa Topol, who led the agency’s efforts on the campaign. “It’s why we all felt this close affinity to the brand. The stories we created were authentic and came from our own experiences–the good, the bad, and the funny. Now we get to use those experiences to help introduce a product that can genuinely make people’s lives a little better.”
