Libra Patterns feminine hygiene products are being promoted in Australia with a young woman playing a riff on a Les Paul guitar, standing on the top of a high building. As she plays we see patterns, straight off the packaging, flying through the sky. The ad is online at playwithpatterns.com, with the hopeful label, “Libra Viral”. The site includes two SWF videos, one with behind the scenes footage.
Charlie Moran at AdAge’s Songs for Soap says, “We like rock ‘n roll as a source of female empowerment, but doesn’t such a contrived packaging gimmick like this play into stereotypes about the frivolity of those same young girls?”
Dabitch at Adland really wants to know that the patterns are just on the box, and not on the product. I think she’s got nothing to worry about.
Giles Fitzgerald at Brands Bands says, “In Australia where female rock acts ‘are’ prevalent, this kind of rooftop iconic figure sidetracks the products purpose for some genuine female empowerment.”
The Libragirl website includes a Sound Lounge, which features an in-site player featuring tracks from prominent Australian bands/artists such as The Veronicas, Kate Alexa, and Claire Clarke.
What do you think? Is this about frivolity? Or is it about kicking around the stereotypes of pretty in pink girls. The guitar, of course, focuses attention on the pelvic region. And by stepping on the effects pedal, the young woman has control of the flow of the shapes in the sky.
Click on the image below to play the video.
Credits
The Libra Tampons Patterns ad was developed at Clemenger BBDO, Melbourne, by executive creative director James McGrath, creative directors Emma Hill and Cameron Hoelter, art director Cameron Harris, copywriter Seymour Pope, agency producer Sevda Cemo.
Filming was shot by Darryl Ward via Curious Film, with producer Matt Noonan.
Post Production was done at Perceptual Engineering. Music was licensed and produced at Level Two Music.
Love the city views from the roof top in the Libra ad, would be great to if I could find out where it is looking for somewhere with a difference to hold our wedding ceremony!