Lifetime Health / Evening Primrose Oil: Holiday

For a less turbulent time of the month.

Advertising Agency: Ward 6, Sydney, Australia
Creative Directors: Grant Foster
Art Directors: Hamish Grieve
Copywriter: Hamish Grieve
Published: July 2008

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12 comments

.nl's picture
.nl
207 pencils

Is this ad about tampons!?

Andal's picture
Andal
863 pencils

I'm afraid so.
The tents are badly shoped.
Idea meh, 4/10.
imo

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It's so easy to critic.

Texnartist's picture
Texnartist
225 pencils

Fun idea but fell apart in the execution.

I like the camping idea the best out of the three presented.

I would have made a bigger emphasis on keeping all the other
tents farther away from the bad apple and I would have showed
other people having fun at the edges of the picture -
far away from the bad apple.

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AD1014's picture
AD1014
307 pencils

wow. that's some bad photomoshop!

leaking bucket.'s picture
leaking bucket.
136 pencils

This is not for tampons, this is for herbal capsules: http://www.lifetimehealth.com/productdesc.asp?id=28

I personally think that besides the horrific Art Direction and retouching (if there even is any), this is clearly an ad made by men for men. Even as a guy, I can see that there is no ways this will resonate with their target audience, if anything it will probably drive women away from this brand.

Texnartist's picture
Texnartist
225 pencils

I think that woman who suffer from a PMS and who are aware that they are hell on wheels during this time generally want to be relieved of their symptoms. Most woman that I know have a sense of humor about it. This ad would speak to woman who were interested in outdoor activities and it would do it so in a tone that wasn't preachy.

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leaking bucket.'s picture
leaking bucket.
136 pencils

Sorry, Don't buy that.

There moodiness is usually directly related to other symptoms (cramping, bloating etc.) And if you look at the overall campaign, they are not just talking to outdoorsy women, they are trying to appeal to ALL women.

A direction of "Empathy within an exaggerated reality" would be a better way to go (and this could still include humor). This idea will NEVER work for the brand.

But that's my humble opinion ;)

philippertl's picture
philippertl
656 pencils

They guys in America suffering from the hurricane will be happy to see that ...

STRTLRS's picture
STRTLRS
1607 pencils

Bad typography, bad photoshop, bad idea. A disaster indeed.

www.storytellerscreative.com

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I think, therefore... yeah.

onestepahead's picture
onestepahead
97 pencils

this campaign (if you can call it one)is an eyesore... please take it off before it hurts somebody

skeMaMen's picture
skeMaMen
428 pencils

It's like a video game... and now, those hiding little people down there are waiting for a attack!

>>> Designed to be signed...

Wordnerd's picture
Wordnerd
6662 pencils

why does this looks like ass? but then again the idea is so crappy the art director was right not to waste time on that

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