Kotex tells ladies ‘Don’t sweat it’
A new television commercial for Kotex sport liners shows women embarrassed by their sweat patches while working out and is based on research that shows that 89 per cent of girls think sweat is good but 81 per cent of girls do not like having sweat patches.
The launch of Kimberly-Clark’s new U by Kotex sport liners includes a 30 second commercial ‘Don’t sweat it’ created by branding agency SHIFT that is set to air on Sunday.
In the ad different women working out in the gym, the dance studio and running outside, when they notice their sweat patches and are so embarrassed they go to hyperbolic lengths to hide it.
A narrator explains the research behind the product and the technology of the liners designed for sport.
At the end of the ad women are directed to the U by Kotex website and Facebook page where consumers can claim a free sample.
Executive Creative Director: Raj Rabindranath
Art Director: Cassandra Jamcotchian
Creative Director: Dale Rhodes
Agency Producer: Ian Ford
General Manager: Kate Meyer
Copywriter: Erin Beaupre
Account Manager: Roxanne Tyler
Production House: Jungleboys
Ridiculous product solves non-existent problem.
Totally agree with Che – how ridiculous. Just one more way to make women paranoid about stupid stuff! Most women wear black gym pants anyway because they’re already paranoid about whether they look skinny or not.
oh dear, really?
If only they could invent something that prevent such embarrassing (exploitative) adverts and products.
I need a new product that soaks up my shame
Kimberly-Clark should be ashamed of themselves. I agree with Offal Spokesperson – totally exploitative.
As always, Mitchell and Webb some this up best:
https://www.youtube.com/watch?v=85HT4Om6JT4
What did I just watch??
I can’t see it staying put during that high kick, must have look great as she readjusted herself afterwards. Get black pants or embrace your sweaty vag around as a a badge of honour… but don’t be ashamed of it, it is the new power muff.
Great point Meh, exercising is really the last time you’d want to have bits of plastic in your pants. Not to mention, how good is it going to look when you’re sweaty everywhere except a precise rectangle on your crotch?
Loving the comments, am now going to be looking for ladies in my next gym class with perfectly non sweaty triangle-crotches. I for one embrace the sweat, why do people go to the gym if not to sweat? Remember Gwynnie all those years ago with her sweaty crotch, if a ‘power muff’ is good enough for that vegan,faux-hippy power, patronising-blog-writing Glamazon, it’s good enough for me.