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Group745
Group745
Group745
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Group745
Creative in association withGear Seven
Group745

Maya Rudolph Sings a Vagina Vajingle for Seventh Generation’s Feminine Care Products

17/06/2016
Advertising Agency
New York, USA
450
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72andSunny New York employs SNL alumnus and actress for #ComeClean campaign

Seventh Generation, a leading household and personal care products company and pioneer in the eco-friendly products space, and 72andSunny’s New York office have returned with SNL alumnus, actress and mom Maya Rudolph with its #ComeClean campaign, releasing the “Vajingle,” a jingle that challenges people to think about what goes into the products they’re using in and around their bodies. 

In the spot, which will run online and once on broadcast during TBS’ “Full Frontal”, Maya Rudolph questions why there’s a need for unnecessary chemicals in feminine care products by singing an improvised ballad which she refers to as a “vajingle.” The spot is a radical departure from typical marketing within the category by featuring Maya, whose new comedy variety show “Maya and Marty” recently debuted on NBC, asking women if they know what they put in their “hoohas” and raising awareness about the chemicals people put in their “vajayjays” via feminine products. 


Unlike its competitors, Seventh Generation’s feminine care products are free from perfumes, unnecessary chemicals and chlorine processing. Currently, the Food and Drug Administration does not require feminine care manufacturers to test for all harmful chemicals, nor do they require companies to disclose the presence of all chemicals used in their products, including chlorine, and synthetics like rayon found in most tampons and pads. Seventh Generation and 72andSunny New York’s #ComeClean campaign calls on manufacturers to disclose all ingredients on packaging and is the brand’s largest integrated marketing campaign ever.

“With #ComeClean, we wanted to get people to question what ‘clean’ really means,” said Matthew Carey, Creative Director at 72andSunny’s New York office. “Collaborating closely with Maya was key to making this message digestible, and Seventh Generation was brave enough to let us work with her as a creative partner, not just a celebrity endorser. Through that process, we arrived at work that aims to change the way people think about what they bring into their homes and into their hoohas.”

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