The brief outlines many objectives. Make Tampax an iconic brand. Talk about menstruation to those who don't want to listen. Confirm Tampax as the best solution for anyone who doesn't want to be a 'victim' of her period. Create a communication that can travel across the globe. In this advert created to answer the brief, the naughty side of Mother Nature is captured as she wanders around delivering a period to every girl. She sarcastically calls the period her monthly gift for women. The idea was to make people talk more about periods and have fun with the subject, freeing it from the usual taboo. The spot talks the way people talk, avoiding any standard ad-land speak. This approach conveys that Tampax is in tune with people, and also that periods are not a big deal. It was the key to opening up YouTube and Facebook to the brand. The spot has been viewed over 69,000 times on YouTube, and the Facebook page has nearly 16,000 views. The words 'gifted' and 'monthly gift' now have a new definition on urbandictionary.com, generated by online viewers.
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