A pantyliner advert which features a naked woman taking about “vaginal discharge” is attracting complaints after having been on air for less than a day.
The Carefree advert, which broadcast for the first time in New Zealand last night, features an attractive brunette addressing the camera directly as she extols the marvels of the human body.
She says: “Even that bit of discharge in between our periods is our body working to keep the vagina healthy and that damp, less than fresh feeling, is why Carefree has designed these Acti-Fresh liners, with an absorbent core to lock away wetness and odour, helping you feel clean, fresh and dry every day.”
The Advertising Standards Bureau (ASB) told Nine MSN the ad received five complaints as soon as it was launched and that the next step was for the ASB to contact manufacturer Johnson & Johnson Pacific, for a response.
An accompanying press release entitled “Tackling the taboo” asked “Why do we find it so hard to talk about discharge? Why do we struggle to use the word ‘vagina’ in the media?”
“In a national campaign that spans multiple media platforms, Carefree is maintaining an honest and elegant approach to this perfectly natural subject. The campaign is a celebration of the female body and everything it can do.”
It adds that in its aim to encourage women to be open and unashamed, it is one of the only brands to have used the word “vagina” in its television campaign in New Zealand.
Campaign spokeswoman Debbie Selikman added: “It’s the first time a major brand had has the guts to use real words, no euphemisms or diminuitive terms.”
While the advert may not be to everyone's taste, it breaks new ground in an arena where feminine hygiene products have been lambasted for coyness over the word "vagina".
The campaign was accused of 'patronising' its target audience of adult women by opting to use the words 'lala' and 'froo froo' instead of 'vulva' or 'vagina'.
One Twitter user posted: "FemFresh have had a good old dissing on their FB page. About time. IT'S A VAGINA AND WE ARE WOMEN NOT CHILDREN."
100 Controversial Adverts
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Open Image ModalLevis.
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Open Image ModalSaatchi and Saatchi's campaign for The Conservative Party ahead of the 1979 general election.
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Open Image ModalDurex.
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Open Image ModalSisley fashion brand.
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Open Image ModalSean John's Unforgivable Woman fragrance.
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Open Image ModalLinford Christie stars in Kleenex's tissue advert.
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Open Image ModalWonderbra's infamous advert.
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Open Image ModalLynx.
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Open Image ModalBMW.
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Open Image ModalBaF's anti-domestic violence ad.
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Open Image ModalRed Tape menswear fashion brand.
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Open Image ModalControversial French anti-smoking advert,
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Open Image ModalMacDonald's.
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Open Image ModalQSOL service provider.
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Open Image ModalNSPCC
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Open Image ModalA German MacDonald's advert.
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Open Image ModalHeinz.
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Open Image ModalCadbury's.
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Open Image ModalMiquita Oliver in Women's Aid advert.
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Open Image ModalAdvert for Chicolate chocolate substitute.
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Open Image ModalSkin Burn, anti-smoking ad
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Open Image ModalBarnardo's.
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Open Image ModalTipalet cigarette advert.
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Open Image ModalBenetton
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Open Image ModalTG4 television program entitled 'Paisean Faisean'.
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Open Image ModalCourage beer.
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Open Image ModalBudweiser.
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Open Image ModalBarcardi rum.
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Open Image ModalAmnesty International
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Open Image ModalSkyy alcoholic drink.
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Open Image ModalAmnesty International
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Open Image ModalAmnesty International
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Open Image ModalAnti binge-drinking advert
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Open Image ModalVan Heusen
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Open Image ModalBMW
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Open Image ModalPitney-Bowes Postage Meter
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Open Image ModalGovernment anti-drug driving advert
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Open Image ModalAnti-abortion advert
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Open Image ModalAdvert against verbal abuse
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Open Image ModalFabrica
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Open Image ModalBenson & Hedges
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Open Image ModalAmerican Apparel
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Open Image ModalAmnesty International
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Open Image ModalPost-It
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Open Image ModalAn M&C Saatchi advert for St Matthew's in the City in Aukland, New Zealand.