Drugi jezik na kojem je dostupan ovaj članak: Bosnian
If you’re introducing a female condom to U.S. consumers for the first time, you’d better address the elephant in the room: How does this weird-looking thing even work?
Leave it to Amanda Burch, a senior advertising copywriter turned on-air talent, to demonstrate and explain, via naked hula hooping, references to petite pink canoes and reverse cowgirl, and nudges to, in her words, “dock that dong and get it on.”
So, it’s not exactly a SFW commercial, though the nudity is pixelated. Its language is candid, and flat-out hilarious, as Burch brings her “unsolicited advice about boning” to a digital video launching today for the only FDA-approved female condom, the FC2 from Veru Healthcare.
The three-minute ad started as a spec piece, part of boutique agency New Honor Society’s pitch to win the Veru business. It was a “swing for the fences” moment, Burch told AdFreak, during which she read her own script and “put a little flair on it because I was selling my idea.”
The brand liked it so much that they shelved the idea of hiring an influencer or famous boundary-pushing comedian. So Burch, who “tried out for every single middle-school play and never got cast in anything,” kicks off her on-camera side hustle as the brand’s first spokeswoman in “Down and Dirty with the Female Condom.”
She said writing the spot was “not a stretch because I’m the target demo—late 20s, early 30s, in a long-term relationship. And I just wanted to do something that my girlfriends would think was funny and outrageous. I was kind of seeing what I could get away with.”
Quite a bit, as it turns out, with the marketer giving its blessing to the “fearless, no-holds-barred approach to both the strategy and the creative execution,” Brian J. Groch, Veru’s chief commercial officer, said in a statement. That involves nude cartwheels, a painting of male private parts, and Burch in the top half (only) of a construction worker’s outfit.
The campaign will appear on YouTube, Facebook, Twitter and the product’s landing page. There may be more video content coming—”Some of my best work ended up on the cutting room floor,” Burch joked—after the initial debut.