Tampax: Serena Williams vs. Mother Nature
Posted by Rosepixie on November 15, 2009
This is an ad for Tampax that I found via a blog.
This is part of a whole ad campaign featuring “Mother Nature” bringing women their “monthly gift” (always portrayed as that square red box). I think that the idea is cute, but the take on Mother Nature is that she’s kind of vindictive and that your period is intended to be a bad, annoying, painful, disruptive thing. I do have some issues with that.
This commercial in particular portrays the experience as a conflict (specifically, a pretty violent tennis match). And Mother Nature is pretty vindictive, even though she has a sort of “kindly aunt” demeanor. They even use some of the stereotypical girl fighting tropes – “oh she always does that”, etc. Some of the others in the series are more focused on Mother Nature seeming to want to disrupt the women’s lives – ruin dates, vacations, dreams, etc.
I appreciate Tampax wanting to take a new and more innovative (and entertaining and memorable) approach to advertising tampons, but I really don’t like these commercials. They do a lot to further the idea that periods are annoying anomalies in your life that must be fought against and beaten. Yeah, they can be painful and annoying and disruptive, but they aren’t always and they certainly aren’t intended to be. There’s no intention behind them at all. They just are, like how breathing and sleeping just are. I guess it just feels kind of anti-woman to me to be so negative about it so unnecessarily.