Our Judge & Jury from AdNews in print takes a look at suspected foul play in advertising.
Opening address
Two feminine hygiene brands, two very similar campaigns. UK brand Bodyform made headlines globally with its ad that aimed to break “the last taboo” of women in sport. The idea was to show a little blood can’t hold a woman back. Three days later, an Aussie brand, U by Kotex, pushed the same message.
Verdict
The campaigns are floating around the same topic of women being held back in sport because of their periods, but both have fundamentally different tones, which may help U by Kotex’s case. Bodyform’s campaign is executed with film-style technique while U by Kotex’s is intended to only be a short, social clip.
Sentence
As the two ads were released within a few days of each other, it’s unlikely there was any foul play. This judge will have to assume it was such a good idea that two companies thought of it and executed it at the same time. No fines apply today, instead a pat on the back for showing how tough women are.
Did you catch our last Judge & Jury: NRMA's Dumb Ways to Die?
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