I posted one of the Tampax Mother Nature ads before, but recently I came across this one as well and felt it deserved pointing out.
I found a lot of things rather odd about this commercial.
First of all, while I appreciate seeing a holiday that doesn’t get mentioned in advertising very often, this isn’t exactly a great way of using it. This seems to deliberately be trying to associate Hanukkah with menstruation, which the ad (and the campaign as a whole) wants to encourage women to think of as a very bad, disruptive thing. That’s not really a very respectful way to use a religious holiday in an ad (not that most of the Christmas ads use Christmas very respectfully either, but at least most of them aren’t deliberately trying to give it negative associations).
Second of all, this doesn’t even mention the product or tell us how it could make our lives better or help us enjoy the holiday. It just tells us our holiday is going to be disrupted for a large portion of it. Great. That’s not very helpful, nor is it great advertising.
The thing that this campaign makes me think is that Tampax wants women to use products that allow them to not have to “suffer” periods at all – like birth control pills that let you regulate when and how often you get them. It doesn’t make me think that their product is awesome and I should buy it.
It also makes me feel like the people who make this campaign really don’t like women and all the “ickiness” that goes along with being one. Yeah, getting your period can be annoying and, depending on what you’re doing, can be disruptive (especially if you aren’t prepared for it), but in general, once you’re used to getting them, they aren’t that bad. Some women even find them comforting! It’s something that tells us not only that we are working normally, but that we aren’t pregnant (something that can be a very useful and reassuring piece of information to have) and are healthy. And no matter how annoying it might be sometimes, it’s not some vindictive thing nature is doing to us just because it can! The idea that it is implies an attitude about women that is more than a little creepy.
I think that this is a pretty offensive ad on several levels.