Main | Monday, July 29, 2013

Hello Flo

This is Ad Week's ad of the day.
Feminine-hygiene products have come along way from being squeamish even just about the V-word. This hilariously written long-form spot for Hello Flo, a tampon subscription service, is full of great lines and comic visuals, as it tells the amusing story of a pre-teen girl who's the first to get her period at summer camp, and who uses that milestone to become popular—despotic, even—as she dispenses products and advice almost like she's dealing drugs. "It was beginning of summer, and no one knew me at camp," she begins. "I was a just a big random loser. Then, things changed. I got my period. The red badge of courage!"
In other news, tampon subscription services are a thing.
The comic style also distinguishes Hello Flo from similar services, "which all feel like they're advertising gourmet food," said Marquis. "We're hoping it gives the brand an open personality that embraces the topic and doesn't tip-toe around the delicate subject matter. As you can see, we didn't exactly tip-toe." The new video is a kind of back-to-school effort. While the subscription service is for women and girls of all ages, the company today is launching a "Period Starter Kit," which helps parents and girls get ready for puberty "in a fun and informative way," Bloom said.

(Tipped by JMG reader Bill)

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