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.”
CreditsClient Thinx Agency OBERLAND Bill Oberlander, co-founder/chief creative officer; Drew Train, co-founder/CEO; Lisa Topol, managing partner, executive creative director; Kate Charles, managing partner, chief strategy director; Emily Waite, director of strategy; Henrik Bakke-Hereide, Monica Taylor, art directors; Marta Lala, Michele Jaret, copywriters; Clair Grupp (ClairCollective), executive producer. Production Girl Culture Films Pamela Adlon, director; Laura Greenfield, Frank Evers, co-founders; Tori Palmatier, managing director; Jenn Ingalls, exec producer; Michelle Lawler, DP; Jessica Zerby, producer; Gabrielle Yuro, Sean Lyness, line producers; Grace Alie, production designer. Editorial Metro Pictures Editorial Paul Norling, editor; Mary Stasilli, producer; Eric Brodeur, assistant editor. Color Mad Color Sparkle, colorist; Audio Post Margarita Mix Paul Hurtubise, engineer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More