Kotex 'Mouse', by Propaganda Ogilvy & Mather

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Russia's take on the thorny issue of how to demonstrate the superior absorbent qualities of tampons, while maintaining an above-the-waist decency, is solved with the ingenious use of a mouse in a spot for Kotex from Propaganda Ogilvy Russia. The ad features a fashionable young Muscovite getting ready to go out while her (presumably) pet mouse scurries around her equally fashionable apartment. Tragedy strikes, though, when the creature climbs into a vase of flowers and is unable to escape. Thankfully, imminent rodenticide is averted with the clever use of a couple of tampons which, when popped in the vase, absorb all the water and allow the pet to escape.

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Released: 29 June 2005

Credits

Project
Mouse
Client
Julia Kostina, brand manager, Kimberly-Clark Russia
Creative agency
Propaganda Ogilvy Russia
Writer
Anna Schetinkina
Art director
Denis Krupchatnikov
Planner
Olga Menshikova
Media agency
MindShare
Media planner
Oksana Mityagina
Production company
Amber
Director
Graham Rose
Editor
Andrew Kudlin
Post-production
Amber
Exposure
Russian and Ukranian TV

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