In their most recent ad, Playtex pokes fun at competitor brands that seem to offer extraordinary products with extraordinary features. While others offer wondrous additions, Playtex recommends keeping tampons simple.
The Playtex ad, featuring actor D’Arcy Carden, points out technological advances, aka unnecessary features, like “cycle friends” networks and auto-eject options, that come with the new, fictional tampon called Xtra. The Xtra box even doubles as a steaming kit. “It’s extra, like me,” Carden says, putting it into perspective.
The message of the 60-second Playtex TV spot is that no one is demanding crazy features for their tampons. For the most part, women want their tampons to be one thing: tampons. Playtex Simply Gentle Glide is “simply what you need, without the extra.”
Reactions from women in our office:
“That’s brave... The face she makes during the auto-eject function seems about right.”
“That was a lot. Definitely extra. A bit concerning. I’m glad it was a joke.”
“Is this real? Oh my god, that’s hilarious.”
“It’s definitely provocative and gets your attention. It kept me interested until the end!”
At the end of the day, brands need to produce campaigns that engage and resonate with their target audiences. From Playtex to Playdoh, going bold can work to capture and keep an audience’s attention.