I have been infected by this viral video and I think I feel a little sick.
I cannot deny that advertising giant Leo Burnett’s campaign for client Procter & Gamble isn’t darn clever and at times touching (for those who aren’t yet convinced that “Zack at 16″ is advertising, see the list of P&G wins at this year’s Cannes Lions ADVERTISING festival–or take a look at the insultingly transparent product plugs peppering the comments).
But unlike others who may find this particular sex switcheroo a fabulous vehicle for generating sensitivity to girls and women and their periods, I find it, well, the same- old -same -old —capitulating to gender stereotypes to move product.
And this time, there’s the added twist of the (albeit, likely unintentional) trivialization of very real people whose bodies don’t align with their gender identity. You know, some people really DO have to sneak into that “other” bathroom to do their business. Some people ARE forced to keep the realities of their genitalia private or risk unwelcome medical intervention, ridicule or worse.
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