Private View August 2014

Estring

Estring

Big appreciation for the “You can talk about it” sentiment, reflected in the open expressiveness of the woman. But it feels like the “talk” aspects of both symptom and the treatment should have more prominence—to bolster inclusion of the product itself into the benefit statement.
Estroven

Estroven

Unexpected and atypical use of humor (let alone the snarky kind) equals a double-take—and high reality plus memorability.
Osphena

Osphena

The first truism of advertising is “sex sells”—and this ad doesn’t shy away. It’s not a sexy topic, but the potential of the lead, the body language, the fashion-oriented feel grab attention and elicit promise.
One-a-Day Menopause Formula

One-a-Day Menopause Formula

Attractive and “captured narrative” photography create a lean-in moment. But the i.d. of menopause symptoms as no more than annoying seems a disconnect. As does equating the “letting go” with a gentle (even pleasing) object—vs. a harsher representation of the condition’s impact.
Premarin

Premarin

The return to “bloom” with the sole flower nicely connects with the product. What might have been a too-easy metaphor play leverages language and typography to create a distinct approach—impactful and meaningful. (I’d like to see the “serious” intent maintained with less shadow—feels too ominous.)
Pristiq

Pristiq

Detouring from menopause, but still speaking to women… Enjoy the evolution of the iconic depression doll, coming face-to-face with its “better self” in the mirror. But I was confused as to why the treated doll must still bear the burden of the automaton wind-up key.

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