Well. Nothing gets women talking like a bit of discharge. But will it get then buying panty shields?
This ad from Carefree breaks more barriers than a Dukes Of Hazard car chase, using the words ‘discharge’ and then following up with the v bomb. Yes, that nice young lady says ‘vagina’ ON THE TELLY.
Believe me, this would not have been a careless move by Carefree and their advertising agency. It would have been researched and tested and debated, possibly for years.
Will it work? Will women admire Carefree for their woman-to-woman cut the coyness approach? Or will it backfire?
People are certainly talking.
And they are splitting into two camps – the outraged and the, ‘about timers.’
The outraged, predictably, are worried about two things – how we can explain it to the kidlets who may or may not be ready for the, ‘Becoming A Woman’ talk and the ‘Slippery Slope Towards Debauchery,’ – if we are saying the word ‘vagina,’ surely it’s only a matter of time before we SHOW AN ACTUAL VAGINA (cue vulva police) in a feminine hygiene commercial! And then where will society be?
Actually, there is a third camp, the fellas who cannot hear the word ‘vagina’ without going a bit pale and finding something else to do – at least 3km away. They are okay with the ‘c’ word and a ‘p’ word but ‘v’ has them running. Too anatomical, too medical. Interestingly, there are plenty of women running alongside them on that.
The ‘about timers’ camp is immensely relieved that finally, finally we are moving away from the ambiguity of blue liquid. They are fed up with vague promises of, ‘confidence every day,’ and rapt that healthy discharge is now part of a healthy discourse.
What do you think? Where do you sit on vaginal discharge? What words do you find offensive?
Kate Hunter is an advertising copywriter with over 20 years experience and one Gruen Transfer appearance to her name. Kate is also the author of the Mosquito Advertising series of novels – The Parfizz Pitch, The Blade Brief and The Crunch Campaign, which see a bunch of Australian kids start their own advertising agency. You can buy them here. The stories surrounding ads are often more interesting than the ads themselves and as soon as Kate thinks she’s seen it all, she sees something more dazzling or more dire than has ever been done before.
Comments
238 Comments so far
I am sorry there is more than 3 camps. I am in the completely unnecessary camp. Why can’t this product be sold in women’s magazine if there is a desire to be so descriptive, the imagination balks at discharge and odour. Overly provocative language to make their brand stand out in a crowd, surely it can do this on the products merits?
This is not liberation for women , this ad is NOT run by the suffragettes. It is marketing BS.
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Its the wrong question i feel “are you offended at the word vagina” We shouldnt be labeled because we dont think tv is the right and appropriate place for bodily information and education and to break taboos. Who gives them the right to tell the public on tv about vagina functions especially when they get it wrong so often. They show they have no genuine respect for their clientele that they would do this to the female public. Is nothing sacred. This has nothing to do with using the right terminology or being embarrased it just isnt public conversation anywhere(and then to be continued to be well thought of.) It makes this company look 12 years old.
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Hi thanks for this opportunity. Lots of comments about this ad refers to the V word finally being used, but its not(in my opinion)anything to do with vagina being used on tv . Its the whole ad, i dont and never have liked any products like that being graphically talked about on tv. Many people should have the right to their privacy and companys like carefree seem to take it upon themselves to “educate” the puplic on all the body functions Under the red herring of breaking taboos .Its not their place and tv is not the forum for this to happen ( because it comes without the viewer having the
opportunity to out if they want to. If they want to break taboos why not have the information written in the product where only the women have access to it. They are forcing women to adhere to their idea of how society should behave and whats more just bacause some people (most ) believe that tv is not the place for all this so called information to be on a public place mean they are somehow ashamed of their bodies.They complain they have to use blue liquid instead of red Well my answer to that is if they werent showing any liquid ( theres no need for such graphic explanation) then the colour is not problem at all then is it, No women let alone men need to see any liquid. We have tolerated these ads for years and now they want to go further why!!!
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This ad is ridiculous. We women do not need to educated on stuff we already know! and for all the men to hear too! geez they don’t need the education, they’re not even interested!
Also we all know about liners and pads being women, so i don’t see why there is the need for these kinds of ads in the first place!
I think although I’m not offend by the word vagina , I think there is no need to tell all the men (because its not really telling the women, we all ready freaking know!) about the cycle of the freaking vagina.
Me an my bf were watching tv and thats when we both had seen it for the first time, he was mortified as i and i ended up covering his ears!
These are private and personal matters and they shouldn’t be aired on tv.
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i have to admitt its just a lady part i mean the word ‘vagina’ shouldnt affend anyone its just like puting the word penis on newspapers!!!
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I must be the odd one out here, because to tell you the truth, I didn’t even think twice. I saw the ad, thought “Hey, that’s pretty cool. She’s kinda hot” and then moved on.
Sidenote=I’m a straight female, I just appreciate good looking women
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My hubby and I were eating dinner when we first saw this ad. We just kind of looked at each other with a ‘WTF? Did you hear what I heard?’ look on our faces. Honestly, we couldn’t stop pissing ourselves laughing.
I guess the ad worked, it got people talking – but what was it advertising again? Ohhhhh, that’s right, vaginas. No, no, wait – it was vaginas! That’s why she was naked right?
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The problem with this commercial is that as women I am pretty sure we know how our body functions! We don’t need to be told by a super model that we are smelly and drippy while drinking coffee with our husbands or partners.. What a turn on !!! I know it’s called a vagina and I am pretty sure my husband does as well…I don’t generally discuss it..that or my anus etc etc ………..
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Agree totally. If we are do dumb that we need to be educated about what these products are actually for etc, then maybe the toilet paper ads should be more educational because we are a bunch of dummies. What an insult, we know what to do, we look after our own bodies. This is the most humiliating, embarrassingly unnecessary advertisement of all time. I hope its taken off quick smart. Imagine all the snide denigrating remarks in the schoolyard at poor young adolescents going through puberty, getting teased about ‘is your v…. healthy?’ For God’s sake, women are thrown around and humiliated on so many levels, this is another appalling example of that. And the fact she’s nude, are they trying to get the males to watch more? It’s offensive, sexist, degrading and downright ridiculous…and a total insult to womens intelligence. No other product is advertised in this way, even baby nappies. eg. pooh, wee, leaking, mess, smell etc. We KNOW THIS already.
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Agreed!!!!
To those women who say about time..my goodness..if you say you had an educational experience from this ad about ” discharge ” then I say jump in the shower and away from the tv,and take a brisk walk to the Dr ! Those of you who embrace the word vagina ,bravo ! Personally I started with things like the alphabet and nursery rhymes for my children! I often asked them where is your nose, your eyes etc I most definitely never asked my girls to point out their vagina..
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Thanks, I agree with you too, I’m so over this bodily function advertising…All these women that think its a breakthrough to mention the word vagina is beyond me. Maybe we are so dumb they need to talk about all the bodily parts that need toilet paper, nappies, condoms etc… I don’t have any problem with the word, its the fact they’re talking like this in an ad which isn’t necessary. As I said, this isn’t health education, its an ad to sell a product which in this case is done with humiliation (for probably quite a large section of females) and shock value…
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Oh this is nothing you guys. Walt Disney made a film eons ago called The Story of Menstruation, which was actually banned! Some golden tips here especially about the ‘should I or shouldn’t I bathe on the first day?’ They even say the word ‘rectum.’ http://www.youtube.com/watch?v=eLhld_PI2zg&feature=related
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I didn’t actually realise she said vagina or discharge in the ad! I just wish that she would put some clothes on – that’s more offensive than the words (not that I have that much of a problem with it – I just don’t like it in this context)
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i always thought Vagina sounded like it could have been an Italian girl’s name. Or a tasty regional dish: vagina all’amatriciana, or vagina de mare e risoni, or spaghetti di vagina, or vagina genovese.
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My computer isn’t showing the thumbs up button, so I had to comment! That’s hilarious
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Omg, you’re so funny. Thanks for an awesome laugh!
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Ah discharge between periods. Makes sense, I always wondered how my wife got skid marks on the front of her undies.
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Why is she in the nude though?
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VAGINA VAGINA VAGINA VAGINA
Can’t stop saying it. So happy
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I am a self confessed prude/old school/old fashion whatever……I was not at all taken a back from this ad…I first seen it at the QLD transport department on Tuesday and the uproar was noticeable, but I did not even notice when she said the V word, I had to play it back twice. I do wish she would put some clothes on though, to me the no clothes does seem a little tacky…..otherwise I think she presents herself very matter of factly with alot of selfworth
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I was pleasantly shocked to hear the word finally used in context in an ad, it’s about time. I actually shrieked to my girls “Did you hear that, they’ve finally used the word VAGINA in an advertisement – I think that’s a first !”
The word “discharge” is up there with “moist” for me but it was used appropriately so bring it on.
A step in the right direction towards discussing openly a natural bodily function.
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Fifty per cent of us have one, and almost all the other fifty per cent spend lots of time trying to get into one so why the fuss? I especially don’t get the third group mentoned: “fellas who cannot hear the word ‘vagina’ without going a bit pale and finding something else to do” Seriously, what’s so scary guys? Imagine a men’s ad calling a penis a schlong or a pee-pee?!?! lol
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I don’t know about anyone else, but I taught my daughter the word vagina when we were toilet training, because that’s what it is. We talk openly about periods because I don’t want her freaking out when she actually gets hers, or being all mystified about penises (penii?). She blushed a little when we saw a used condom on the ground once so I said the word condom over and over again so that it was no longer embarrassing (go on, try and say it, what a tounge twister). It’s now become a bit of a joke between us.
The point is, calling them by other names and pretending these things don’t exist just make life harder.
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Love this. I dont have children yet but this is exactly how I want to behave with my kids..
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Love this – it’s about time!! I have no idea why we’re all made to feel ashamed about saying the correct name for a femal body part – vagina, vagina, vagina!!!
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Not offended at all. It’s a product aimed at 50% of the population, what’s the problem? I saw it & thought it was okay. It is what it is, all women get their periods & we all need these products, why not advertise them?
I also thought the ads that had that cute beaver character advertising the same type of thing (forget what brand) were funny.
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I hated that ad. I thought it was stupid.
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Wouldnt want to be the talent!
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Are you really so incapable of discussing anything than vaginas or breasts? This site defines women thus, as though nothing else matters to them and they are incapable of any other consideration.
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Ho hum. When we devote so much air and visual space to ensuring men know they can get help for their inability to maintain an erection, what’s the big deal about vagina’s and discharge?
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It’s not a bad word.
Bad words have a “u” in them.
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Mt feeling son seeing the commercial? Relief!! You mean that discharge that I get throughout the month is perfectly normal? yay!
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Well thank goodness- an ad that actually uses the proper name for our private bits! it’s about time that someone somewhere figured out that the word vagina isn’t that scary and is permitted on TV!
With the way we are going our children are going to grow up thinkingthat their vagian is really a p*ssy and that their penis is a d!ck- or maybe worse!
I am definitely in the “its about time” camp! i hope that more companies will take a note out of Carefree’s book and start using real words instead of inuendoes and vague comments.
And although they aren’t words i just throw around willy nilly I must say I make a concerted effort to use the proper words for the appropriate body part, you do get used to it eventually!
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Would prefer the term ‘Vadge” 2 be honest but really don;t care either way; at least the ad did not use a slang term! That’s what it is so the V Word is just being honest I think.
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I felt that it was bit too much information, we all know what panty liners are for. My husband hasn’t seen it yet but he’ll freak when he does!!
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There is no mystic about women anymore…That is what keeps women alluring. It is like keeping the bathroom door open when we go to the toilet.
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Of course – women don’t sweat, fart or even go to the toilet. We don’t have normal bodily functions at all. Men, on the other hand can do all of those things and still be desirable. (I think you meant ‘mystique’).
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This ad made me lol. I thought it was hilarious in its simplicity.
And vuvla police – gold! I will now be singing ‘Karma Police’ by Radiohead as ‘Vuvla Police’
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..and learning how to spell ‘Vulva’….
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I agree that we should be seeing more realistic and relevant ads on tv. We shouldn’t stop here – we should also be seeing ‘blood’ on pad and tampon ads, ‘urine’ and ‘faeces’ on nappy ads (or at least hear these mentioned) and be seeing ads for condoms. This might sound ridiculous or disgusting to some people, but is this really any different to the Carefree ad? Like discharge – blood, urine and faeces are all natural.
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I barely noticed the offending words but thanks to you ladies talking about it, as an ad campaign it’s had the desired effect. We plan to play it on our radio station tomorrow morning to guage response. Having said that we were told to do it early just in case people ‘switch off’!
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I think it’s great to see women’s bodies’ and particularly vaginas normalised and not being spoken about as if they are merely sexual objects, targets of ridicule or just something to be afraid of. It is a bit weird that they use the whole “your body is a natural wonder” line to sell a product that ‘fixes’ a natural process, but it is advertising – they create a problem then solve it with their product. How could anyone be offended by the words vagina and discharge? We hear about penises and ejaculation in many ads aimed at men. I like this ad because it’s straight forward and uses appropriate language for the topic. That said, I won’t be buying the product
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I think the wording within the ad is great, however I dont understand why she had to be naked and hiding behind a plant.
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also “where do you sit on vaginal discharge?” LOL!!
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*applauds*
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All felt a bit deliberate to me. Like they’ve set out to make a punchy add. Also it’s not how women actually speak to one another, so the whole “woman to woman” thing doesnt really fit at all. If that script had been read by a doctor in a labcoat it would have been more plausible. The naked model-lady in front of the phalinopsis talking about how AMAZING the body is was as weird as any blue liquid add really.
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Totally happy to see the words ‘vagina’ and ‘discharge’. Less happy to see environmentally wasteful panty liners presented as a necessity. We already have perfectly good, reusable, environmentally more friendly panty liners – they’re called gussets. If you’re really worried you can always change undies.
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I was just happy not to see another bloody fem hygiene ad with blue liquid on it. I think the wording is fine, but am I right that they are aiming for these to be used by women to collect discharge? If so, then it is just a way for the companies to make more money out of us. 5-7 days use a month is not enough apparently. Same way that Carefree and many other brands try to convince you that you need feminine wash and wipes so that your smelly vagina doesn’t make you feel less confident. Newsflash – healthy vaginas do not smell. If it does, you should visit your doctor because you probably have BV.
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I can’t see the big deal at all and don’t understand what all the fuss is about? My kids call it a vagina because it is a vagina. It’s pretty simple really.
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Why does she have to be naked?? The wording is fine, but just don’t get why she can’t be dressed and say it.
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Maybe the Ponds Institute were filming the same day and the white lab/doctor’s coat was already being used?
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I only saw this ad tonight. At first I was a bit shocked but in a good way. Facts are facts people – get on with it.
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When I referred to a woman’s period as being a time of “a delicate nature” I wasn’t referring to a weakened physical condition, – I was attempting to point out that there are people who’ve looked for negatives to use as a form of control during what is, (for some women in some cultures) a time of secrecy and actual shame – unbelievable I know……..
During our great-grandmother’s time, women would cut up strips of cloth to use as “padding” and, after use, boil them up in a copper in great secrecy and hung on the clothes line in a truly covert way so that the men of the family wouldn’t notice.
That was early last century. This century we have women walking the streets with the same sensibility, even though the products have been modernised.
This whole menstruation business can be a real pain in the butt – no actual pun intended……..A shitty migraine at the start of mine, (sometimes heavy blood loss, lower back pain and extreme fatigue ) but they produced two amazing children and so I’m very, very keen to put a positive spin on the whole business.
Wording of sensitive subjects has always concerned me………one example is the use of words like “grim” and “grisly” and “gruesome” often spoken by over-zealous reporters during descriptions of accidents, murders and bush fire tragedies. Well that’s someone’s loved one they’re talking about and so it’s the only time I’ve made the “I’m not mad or anything” call to newsrooms.
Full marks for attempting to drag this subject into the light, but some words can do women a disservice. I have an actress friend in L.A who keeps complaining about the word “moist” – that’s Hollywood I guess…lol.
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I’m sorry, was there supposed to be something controversial there? Perhaps I’ve been doing the whole ‘open and frank discussion’ thing with my 11 year old for too long. And then there’s the 50 daily questions on girl and boy body parts by Mr 5. I say penis and vagina (and vulva) all day every day..or at least it seems like it at the moment.
I get more annoyed by the fact that American ads blur-out butt cracks….
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Sorry to double post (but I am), but how about the plethora of ads for mens…ummm…’improved sexual stamina’ that are currently running during the Tour de France coverage on SBS? I’m watching it with hubby and I’m putting up with a dozen plus ads per evening for it. Where’s the segment on The Project about that?
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Do they mention the word (deep breath) penis?
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I saw the ad on TV a couple of nights ago and didn’t even register anything different until they talked about it on The Project the following night. Just now, I watched the ad again and for the second time, missed the words ‘discharge’ and ‘vagina’. Only on the third occasion and listening out for it did I consciously notice. Needless to say, I don’t find a problem with either of the words being used in the ad. I’ve been using panty liners for years because occasionally I get a discharge from my vagina. I thought most women did.
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I loved it. Just straight forward and honest. I think ads like these are great cos they help young girls feel more comfortable and it throws in some knowledge too. Not offensive at all.
although not entirely sure why she was naked….lol
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She is nuuude. Why?
It’s funny that talking about vaginas and discharge is considered too inappropriate, yet the TV shows the ads screen during have sex scenes and graphic violence all over them. How do people sit through crime shows with serial killers raping and cutting people up, then go ‘eeewww this is SO not ok to be on tv’ about periods and vaginal discharge.. crazy.
It’s my pet peeve (in general) that people are all squeamish about periods and discharge etc but are perfectly happy to get up close and personal with a vagina when it’s in a sexual context.
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This ad is so not a big deal! Honest, to the point & practical. Much less insulting than those tampon ads that that try to make out like they’re fashion accessories with the colourful wrappers!
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I am not offended but think it unnecessary. So they sell panty liners to women, as women we all know why we would use one so why do they have to explain it. I just don’t get it. It does not encourage me to buy them at all.
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My 2 year old knows that I and other girls have a vagina and that he and other boys have a penis.
There should be no embarrassment about these words and said freely where appropriate.
So I am glad the ad is getting it out there.
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