If you need a lesson on how to make a fairly unglamorous subject bloody hilarious look no further than the good people of tampon delivery service Hello Flo. The company has created a long-form spot featuring a young girl who gets her first period while away at camp.
Our heroine suddenly finds herself an expert on the topic, and names herself ‘Camp Gyno’. She goes on to hold ‘menstruation demonstrations’ to educate her fellow campers.
The young girl soon finds her services becoming devalued by the Hello Flo tampon delivery service that supplies sanitary products to the other campers.
“The whole camp started getting friggin’ care packages in the mail, with tampons and panty liners and candy! All perfectly timed to their cycle! It’s like Santa for your vagina!” the girl wails in despair.
The spot was produced, without an agency, by co-writers and co-directors Pete Marquis and Jamie McCelland, a copywriter and art-director team who worked together at BBDO.
“We came up with this idea over a bottle of wine and a bunch of Thai food one night,” Hello Flo founder and CEO Naama Bloom told Adweek, ”I was listing out my insights about the period experience and shared the story of the girl at camp that my friends and I all turned to for advice. When Pete said ‘You mean like a Camp Gyno?’ we basically knew what we had to do. Only humour could tell this story in a way that would be relatable, endearing and shareable.”
Marquis added: “A lot of girls don’t go to their parents when they first get their period. They go to their friends. And a 12-year-old might not be the best source of information. We ran with the idea from there, and thought camp could be a funny setting. And a girl who embraced the idea of getting her period and seeing it as an opportunity to become popular, instead of being mortified, was pretty funny, too.”
While not yet servicing Australia, Hello Flo’s service is reminiscent of Dollar Shave Club’s razor subscription service which recently expanded to include Australian delivery, and which also featured an edgy/funny ad, that quickly went viral.
Here’s the ad for Hello Flo, which, as we’ve said, features a 12-year-old girl talking about periods, so fair warning if you’re at work with the sound turned up.