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Femtech Brand Elvie Shows How Incredible Women's Bodies Are in IWD Spot from Mother

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Campaign harnesses the power of music to reframe the conversation around women’s bodies and spotlights the tech their bodies deserve

Femtech Brand Elvie Shows How Incredible Women's Bodies Are in IWD Spot from Mother

Leading femtech brand Elvie today launches a new global brand campaign on International Women’s Day. 'Smart Bodies' aims to bring to life the benefits of Elvie’s tech for women’s bodies - and spotlight the amazing biological complexity of women, beyond their aesthetic value.

'Smart Bodies' rewrites the narrative on women’s bodies and the power they hold. Eva Lazarus, a multi-genre artist and breastfeeding mother, takes centre stage to perform Elvie’s new anthem, championing the smartness of women’s bodies. Eva and Mother co-wrote the lyrics that reframe the cultural conversation around women’s bodies in a powerful tribute to womanhood and motherhood, with choreography to accentuate the music.

“Elvie continues to hear from women that they want respect and recognition for their bodies no matter their size, shape or stage of life – and don’t want to be held to societal standards,” said Aoife Nally, chief marketing officer of Elvie. “As we celebrate International Women’s Day, it’s time we bust long-standing taboos and create tech that women deserve. Our goal is to empower and enable women to achieve everything their bodies are capable of.”

“I wanted to get involved with Elvie on this new project because of the fears I had prior to becoming a mother. Normalizing all of the associated experiences of womanhood/motherhood are so important and as a new mum I found it liberating to celebrate how inspiring it is that our bodies are undeniably smart and strong,” said Eva Lazarus. “I would love women to take that away from this campaign and feel emboldened. We are magnificent!”

'Smart Bodies' will run on YouTube, Facebook, Instagram, VOD and TikTok, across multiple markets. To view the campaign or learn more about Elvie, visit

'Smart Bodies' follows Elvie’s successful campaign, 'Pumping Unplugged', also by Mother, where Elvie highlighted the freedom that a wearable, cordless breast pump brings women while encouraging an open conversation around motherhood.

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Agency: Mother

Creative: Mother

Strategy: Mother

Production Company: Mother Studios

Director: Olivia Rose

Casting : Jinjo

Music Supervision : David Bass @ Wake the Town

Publisher : Wake the Town

Artist : Eva Lazarus

Colorist : Jason Wallis

Post-Production : Electric Theatre Company

Genres: Musical

Mother, Tue, 08 Mar 2022 08:13:45 GMT