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26 July 2021

Let's get vaginal.

by Andrew MacGregor

Flex: “Period Care” - 50s

As Maude Lebowski once said, "The word vagina makes some men uncomfortable." It can also make women uncomfortable, regardless of age, body shape, or sexual experience. That's where eco-friendly sanitary brand Flex come in.

These 15" ads from agency VIA and director Em Cole take a more explicit approach than usual, with terms like "vaginal fornix" and "comfy, mess-free period sex" delivered with affable candour. Even a teenage girl's father chips in from the safety of his model railway cave.

Aided by a dry VO and some irreverent background details ("Suze wonít season inside a chicken because thatís private"), the work is a colourful reminder that talk of periods and vaginal health should be encouraged, not brushed aside.

Film Production: 1stAveMachine Ⓟ Ⓦ
Director: Em Cole ♀ Ⓟ Ⓦ
Producer: Taryn Nagle
Executive Producer: Jessica Drennan / Peter Repplier
Cinematographer: Ben Carey
Colourist: Nick Metcalf @ The Mill Ⓟ Ⓦ

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