Loose ends

Agency Network: 
March 2010

Print advertisment created by TCC, India for Hymen Gel, within the category: Pharmaceutical.

Interested in tightening loose ends in your love life?
Vaginal tightening gel for women above 40.

Advertising Agency: TCC, India
Creative Director / Copywriter: Arvind Ramalingam
Art Director: Krishnamurthy Iyyappan
Account Management: Savvy Durham

Comments (27)

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Highest Rated

Hiperion's picture
Activity Score 3138

what´s the problem with this product??
pathetic sexists..

il nekro's picture
il nekro
Activity Score 74

Vaginal tightening gel?????????? WTF?????

ivan's picture

It's a real product. There were ads posted earlier for it:

everartz's picture
Activity Score 7609

wow! the link is more creative than the text led one here.. but still this campaign has a spark!

| everartz |

Adaddicted's picture
Activity Score 3435

yeah... very soft and straight. Conveys the message without hurting anyone!


Marlus Lau's picture
Marlus Lau
Activity Score 1808

Yeah...this is absurd. i don't really like's very vulgar.

Anyway, the copy 'when was the last time you felt like the first' was already made for some ad, which I can't recall the brand. Surely it was not for vaginal products.


Sven Gali's picture
Sven Gali
Activity Score 845

uncomfortable even in pink

Shawali's picture
Activity Score 8442

You don't have to show explicit images to be gross...

No one cares about child labor, eye donation or saving the Earth: NO PSA!!!

Phil Lestino's picture
Phil Lestino
Activity Score 1684

What are the loose ends? Fanny flaps???

monsieurange's picture
Activity Score 520

Better a woman opinion for this campaign :)

micheline's picture
Activity Score 46

you know what? this could be creatively done

: l

pinkads's picture
Activity Score 116


it's all in the head!!!

pinkads's picture
Activity Score 116

When was the last time you did something for the first time. Emirates.

I don't like the tone of this communication. Plus is it addressed to a woman with loose end or a man whose woman has loose ends?

it's all in the head!!!

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Thank you, that was the campaign!

sahilosophy's picture
Activity Score 75

The pink is bedazzling. Too loud. Copy is good. But does it communicate well to the prospective consumer?

Pushkaraj Shirke's picture
Pushkaraj Shirke
Activity Score 215

INSULTING. apart from the third ad, these guys lost the plot.
-------------SEX is SEX. a relationship is a relationship. Dont mix the two.

satrianee's picture
Activity Score 3748

really? a relationship without sex can be called dating maybe...

to all the boys here.. just tell me what is disgusting? the truth? This is a product and need to be told...

To me, the agency must have been thought the same way you guys did... otherwise they could have been more brave.. No problem what the "boys" think as you are not the target customer anyways.

I remember that breast cancer awareness ads were disgusting too. Women are only good for ads if they are between 16-26 with no health conditions and preferably blond... right?

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Well, maybe we are not the I bet 60% of the commenters here are not the target for the super lexus car, even though we give our opinion as professionals (or I believe it should be), do we not?

Anyway...we are then supposed to think they used a good and proper way to communicate? Maybe, but I believe there are better ways to tell such a thing and sell such a product. in my opinion, they didn't choose the best way to do it. But that's just my opinion.

goodadlover's picture
Activity Score 4

you are 100% right. i don't see any 'disgust' in any of these ads. very clever copy and bang on to the target. guys... as said the ads are not for you...

Pushkaraj Shirke's picture
Pushkaraj Shirke
Activity Score 215

though it may be difficult for you to understand, there is a subtle sense of responsibility you shoulder when you are in advertising. Ofcourse you can sell your soul and get ahead - Make sexist, racist, self-esteem bashing ads that sell. But when you go a little further you begin to wonder - is this the contribution you are proud of making to society. Is this the thinking you want people to have when your kids are growing up? Would this ever make you proud of what you've done?
think about it.
its not the opinion of the otherwise opinionated bastard that i am.
It's just a thought that i keep in my head.

satrianee's picture
Activity Score 3748

i think you got this all wrong. this is a health issue... just like the guys have softer penises, women get larger vaginas by age... And how the hardeners are not unrespectfull, this product is not too...

rolling.stone's picture
Activity Score 2741

to the point


~ Quite obviously, I have gathered no moss ! ~

ek kanya's picture
ek kanya
Activity Score 814

gross and so patriarchial. could only have come from india.

am an advertising junkie | read my flog at

Hiperion's picture
Activity Score 3138

what´s the problem with this product??
pathetic sexists..

Bangads's picture
Activity Score 65

I don't agree...these are neat ads...simple and telling upfront that this is the product. Women want things like this and men too....but yes creativity could have done it good

michelangelo's picture
Activity Score 660

Copy good. product good. what's there not to like?

the_guest's picture
Activity Score 175

I think the choice to make a copy-based campaign is quite immediate (so avoiding the risk of using some kind of trivial visual joke). All the same, I find it a right and effective choice, and the result is not insulting or gross at all. The copy gets to the point with three mild wordplays, just enough to get you interested in the product.

Rival2000's picture
Activity Score 45

this is what u get when u get too trapped in word play. "tightening loose end??? duh !! common people are likely to find it a bit perv or gross