Feminine hygiene product Mooncup is hoping to convert members from ‘team Tampon’ in its latest ad, showing a rap battle in a public bathroom between girls on either side of the debate.
Created by St Luke’s and seeded by The 7th Chamber, the rap battle shows team Mooncup promoting its reusability and natural qualities.
In a similar vein to the Bodyform viral of last year, the ad looks to take a humourous glace at the feminine hygiene market: and even has slightly use of the colour red in its lighting.
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Holy fuck, what were they thinking!
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Odd. Mooncup's existing reputation is based on peer advocacy and a vibe of female solidarity - "There is a better way, sister! Let me share it with you." It's pretty actively feminist and body-accepting.
This ad, pitting girl against girl in a bitchy bathroom show-down, would seem more suited to a trashy make-up or hair brand, one based on some nasty little ethic of women "competing" for men. It's evocative of high school cliques and bullying, directly contradicting Mooncup's prior social dynamic... And as a friend of mine put it on Twitter, "I can do without Team Mooncup being blonder and thinner"
...Male creative team, right?
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I really cringed at this. Mooncup have a lot of great messages and a fantastic product, but this is just awful.
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