International: Sir Richard’s ‘Vagina Rules’
Agency: TDA_Boulder
Client: Sir Richard’s
‘What won’t you put in your vagina?’ asks TDA_Boulder’s new ad campaign for condom maker Sir Richard. An excellent question, in fact, that foregrounds two very important issues: women’s sexual health and consent.
Interviewees in the TV spot respond to the question bemusedly, mainly citing certain types of men (investment bankers and bakers etc). This pragmatic, personable levity works extremely well to not only remove some reticence to discuss what comes into contact with a vagina in sex, but shifts condom advertising to directly target women.
I honestly can’t remember ever having seen a condom campaign for women (perhaps that’s my male eyes speaking).
The humour of the TVC unfortunately overpowers the commercial message; Sir Richard’s condoms may be free of additives, but that seems a secondary concern. I find myself fascinated by the overall message of the campaign, but forgetful of the product itself, a fact not helped by the ambivalent branding of the campaign and the product.
Sir Richard’s may have made an impression, but I feel it may need significant reinforcement before it becomes the dominant condom choice for women, a place to which it should aspire.
See the TVC
