Leagas Delaney created two TV ads for the campaign, which promote's Lil-lets' SmartFit products. The first spot will air on ITVBe and ITV2 from 9pm tonight (14 September).
The spot opens on McCann and Bright in a club bathroom talking about Lil-lets. The pair move into a toilet cubicle to continue their discussion, talking about how "it’s proper snug" and "a grower not a show-er", much to the bemusement of the bathroom attendant outside, who gets the wrong end of the stick after hearing only snippets of the conversation.
The ad prompts viewers to visit www.smartfit.co.uk to watch extra material, which follows on the from the first ad, while a second TV spot is scheduled to air before the end of the year.
Leagas Delaney’s managing director, Remi Rasenberg, said: "In such a low interest category, using the Towie cast to talk so openly about tampons on TV provides a really fresh approach to femcare advertising, and should get people talking."
Mary Young, Lil-lets’ marketing director added: "Leagas Delaney have delivered a really different, fun and engaging TV campaign that clearly communicates our product message. We believe the humour of the Towie cast members will provide the cut-through needed in such a low interest category and start an open and honest conversation about tampons in general."
The work was written and art directed by Gary Arnold and Neil Ritchie, and directed by Jon Greenhalgh. MEC Manchester handled the media planning and buying.
Leagas Delaney has handled Lil-lets’ advertising since December 2011, when the agency won the business without a pitch. Big Advertising previously had the account.