In this new Kotex ad, the 90-year old tampon company sends up, well, Kotex. “How do I feel about my period? I love it…Usually, by the third day, I really just want to dance,” says the actress as trio of women frolic and twirl. “The ads on TV are really helpful because they use that blue liquid, and I’m like, ‘Oh, that’s what’s supposed to happen.’” It’s to launch their new line of feminine hygenie products called “U,” which pander to women’s desire to feel like they’re not being pandered to.
Another spot, which will make its debut next month, opens with a woman strolling confidently toward the camera. “I’m a believably attractive 18- to 24-year-old female,” she says. “You can relate to me because I’m racially ambiguous. Market research shows that girls like you love girls like me.”
The sense of an ad somehow deconstructing itself continues, as she says, “Now I’m going to tell you to buy something. Buy the same tampons I use. Because I’m wearing white pants, and I have good hair, and you wish you could be me.” Screen text near the end of the spot asks, “Why are tampon ads so obnoxious?”
The better question is, why do they even bother advertising tampons? It’s not like they won’t be purchased.