Menopause. The last great societal stigma of a woman’s life. Not only do people not like to discuss it but often doctors won’t address it or give it the time it deserves. And even menopausal women themselves suffer in silence through its painful symptoms. With “Long May She Reign,” TherapeuticsMD, Inc. is introducing menopausal women to IMVEXXY, an estrogen vaginal insert that can relieve moderate to severe painful sex due to menopause.
And the best way to tackle an ignored medical issue and underserved population of patients is to stop the stigma in its tracks. Be bold about the fact that women over 50+ years old are vibrant and in control of their lives. Talk about the problem, and more importantly, the solution, in empowering ways that recontextualize what a menopausal woman looks, acts and feels like in 2021. And finally do all of this by adhering to the constraints of a traditional pharma campaign while creating something that is anything but–with this commercial where the menopausal women is Queen and IMVEXXY is her ally so she can conquer the bedroom for the rest of her reign.
Ivan Stojiljkovic of Contrast Eye directed this "The Queen's Next Chapter” spot for McCann New York.
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Credits
Client TherapeuticsMD/IMVEXXY Agency McCann New York Sean Bryan, Thomas Murphy, co-chief creative officers; Maru Kopelowicz, EVP, executive creative director; Armando Flores, Sara Worthington, SVPs, group creative directors; Adam Koehler, creative director; Mikey Harmon, associate creative director; Margaret Webber, sr. copywriter; Dina Zolan, sr. art director; Anna Andreis, SVP, group strategy director; Whitney Bryan, VP, director, communications strategy; Claire Stewart, sr. strategist; Danielle Karrt, VP social strategy director; Rebecca Krevat, social strategist; Nathy Aviram, chief production officer; Lauren Bauder, integrated producer; Dan Gross, sr. integrated music producer; Jeannette Subero, sr. innovation producer; Annie Panousopoulos, UX architect; Megan Ohr, UI designer. Production Contrast Eye Ivan Stojiljkovic, director; Aleksander Kosutic, DP; Osei Kakari, exec producer; Linda Kattam, managing director; Paul Papanek, line producer. Production Services Good Kids (Budapest, Hungary) Patricia D’Intino, service producer. Editorial No6 JK Carrington, editor; Corina Dennison, exec producer; Cecillia Melton, producer. Color Marina Starke, colorist. VFX Spring Onion Studio, Belgrade, Serbia Music Duotone Audio Group Jordan Lieb, composer; Ross Hopman, exec producer; Gio Lobato, sr. producer. Audio Post Sonic Union David Papa, engineer
We’re eating microplastics. We’ll never be able to retire. Everything seemingly sucks. So today Pika, the social-first AI video platform that brings your wildest and weirdest ideas to life, has launched a campaign depicting how it gives you the power to change your reality. Maybe not for good, but for a minute. This campaign anthem film, “Pikapocalypse,” developed by the Pika creative team with production and marketing support from Ceiling Train, directed by RSA Films’ Marie Schuller and edited by Abandon’s Val Thrasher, shows users how swapping and morphing pieces of their world--their cat’s poop into a beautiful bonsai, for example--can make reality optional. And certainly more fun.
Pika CEO Demi Guo explained, “We wanted the piece to challenge who AI is for and what they can do with it. Unlike a lot of competitors, we focus on the everyday social creator – and we wanted the expansive creative possibilities of our platform to come through equally with the ease of use.”
“Pika’s take on how they position themselves within this word felt really refreshing to me,” said RSA director Schuller, “because they saw themselves as a token of irreverent, ridiculous, hilarious and desperately needed entertainment. ‘Everything is terrible. No, it’s not,’ is an incredibly dark humored line as we watch a meteor transform into a grinning dough face, but it made me laugh, and that’s exactly what I would like to get out of a brand like Pika.”
