Just as Lil-lets are made by women for women, their new campaign was created by an almost entirely female team and features a cast of over 30 girls and women of all ages.
The ‘We are Women’ campaign aims to be more than just an advertising campaign by “creating a movement in which women realise just how wonderful they really are.” The campaign, created by M&C Saatchi Abel and directed by Erica Brumage at Groundglass, has been met with a lot of love and appreciation but has also received some criticism from women thinking it makes them look frivolous.
The producer on the campaign, Lisa du Toit from Groundglass says, “Its’ not every day that we get excited about boards for feminine hygiene products. Okay, we never get excited about boards for feminine hygiene products. That was until we were approached by M&C Saatchi Abel for Erica Brumage to direct their ‘We Are Women’ commercial for Lil-Lets. It takes an innovative agency with an inspired creative team and an intrepid client to come up with a campaign without a single packshot or product placement. No tight white pants, no cartwheels, no wings – simply, a celebration of women. The result speaks for itself – it will give you goosebumps and might even move you to tears.”
Ladies, what do you think?
Here is the original ad, a Mothers Day message and the Behind the Scenes shot by Desert Rose Productions. Find more of the campaign here and here.
Credits:
Agency: M&C Saatchi Abel
Creative Director: Gordon Ray
Copywriter: Carien Eloff
Art Director: Sonja Fahn
Agency Producer: Allie Coetzee
Stills Photographer: Gerda Genis
Production company: Â Ground Glass
Director: erica brumage
Post Production: The Post Company
Music: Library Music
Making of video: Desert Rose Productions
2 Comments
Doesn’t kotex have the same slogan?
Kotex is “we speak women” and they clearly missed the bigger opportunity and high ground. (MAJOR difference between trying to “talk the talk” and being real and authentic, as Lil-lets demonstrated. The latest Kotex “Fabulocity” campaign is a real testimony to the fact that no, they don’t get women, and certainly don’t “speak women”. Who the hell says “fabulocity?!” ).
Kudos to Lil-lets and their ad agency for getting real and relevant without the cliches and cringe that is so synonymous with this “category”. Think they took a stab at Always as well ( No, Periods AREN’T HAPPY!!).
Proud to be a woman. Proud to see this ad when I am watching TV with my boyfriend.