Rainey Kelly Campbell Roalfe/Y&R has unveiled a national television campaign for the sanitary protection product Lil-lets.
The campaign marks a return to TV after a three-year absence, and is the first work for the brand since it was acquired by Accantia Health & Beauty in July last year.
The advertising is the latest in a long line of different approaches to traditional sanitary protection advertising. However, it continues to use the theme that was introduced by the brand five years ago, which aims to demonstrate that Lil-lets understands the emotions associated with periods.
The two commercials, which break next week, show the kind of activities women can get up to while trying to make themselves feel better during menstruation.
The first ad, 'sofa', opens on a young woman who has returned home to her flat from work. The woman eyes her sofa, and starts plumping the cushions lying on it. The calm activity then turns into a plumping frenzy as she launches a full physical assault on the couch. Once satisfied, she calmly rearranges her clothes, announces 'that's better', and exits the room, leaving the disheveled sofa behind.
The second ad, 'spots', opens on a woman in her bathroom, getting ready for a night out on the town. Just as she is about to apply her lipstick, she peers into the mirror at her face, upon which she notices an out-break of spots. She sighs, and looks down at her lipstick as an idea appears to cross her mind. Very slowly and deliberately, she uses her spots to play a game of 'join the dots'. Once completed, she looks up in satisfaction to admire her handiwork.
Pip Bishop, a creative director at RKCR, said: 'This work speaks honestly to women about periods and does it in a way that they will really understand. There's no getting away from it - periods can make you feel awful. Every woman has her own way of dealing with them.'
The ads were written by Bishop and art directed by Chris Hodgkiss. They were directed by Danny Kleinman at Spectre. Media planning and buying is through New PHD.