The voice-over is a study in archness: 'Every month more than one in five women used to be let down by their sanitary towels. Act now. Vote for change. Wear new Bodyform with secure fit.' My hunch is that the agency had a few arm wrestles with the Broadcast Advertising Clearance Centre before agreeing on the strange mix of 'every month' and 'used to'. If the problems are in the past, why are women getting so worked up now?
Such subtleties don't ultimately matter, because, of course, people only study voice-overs when they're writing reviews for marketing publications.
The idea is carried off with real brio and conviction, a mood enhanced by the track - Rachel Kelly singing Ain't gonna let nobody turn me around - and she has half a chance of making in into the top 10 on the back of the commercial.
The casting has obviously been carefully considered: these women have shiny hair and knowing smiles and in another age would have tied themselves to the railings outside the House of Commons.
Most importantly, the idea is designed to get people to do something, rather than just think something. Tragically, persuading people to act now is not as simple as showing people acting now, or telling them to act now, especially when it's done in a tone of voice that is a long way from being simpatico with the people it is talking to.
It all feels a bit, erm, masculine. Was it written by a male team, or a girl team on testosterone supplements? My feeling is that women will not take to the commercial's literally strident personality, and as a consequence, do nothing.
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