This Nana spot breaks taboos around the uterus

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Already the instigator of the advertising spot Viva la Vulva, which had divided the audiences concerned, the intimate hygiene brand Nana is illustrated once again today by depicting the different states through which our uterus can go through in our lifetime.


by Clara Poudevigne

Produced for the Swedish branch of the brand, Libresse, the three-minute spot entitled Womb Stories (uterine stories) brings together several moments in the lives of women who each encounter different problems. We can see in particular a homosexual couple going through fertility problems, a person reaching the age of menopause, or a woman experiencing terrible pain, which we could associate with those of endometriosis, or polycystic ovary syndrome (PCOS).

The casting of the real shots is a breath of fresh air: we can see women of all shapes, ages and skin colors. But the real strength of this spot lies in the animation interludes, each specific to the story it tells. By experimenting with stop-motion, painting or cartoons, in 3D as in 2D, these little moments of intra-utero life tell what a uterus can go through, sometimes with humor, sometimes with a terrible reality, but always with correctness.

The moral of this intelligent and impactful spot? Just as there are billions of human beings, there is not just one story about a womb. Everyone's journey is different, can be difficult and trying, and remains a unique experience.

Too little realism in advertising

Beyond showing a wide variety of routes, Libresse also chooses to show the reality of the life of a person with a uterus, by showing moments of everyday life that are not often portrayed in commercials on the subject.
Thus, we see a woman depilating around the nipple, or another removing her dressings after an obstetric surgery.

But above all, and this is the most important thing, the blood that the protagonists lose on the screen is very red! You might think that this is obvious, but when we look at the subject, most brands of intimate hygiene choose, for decades, to prove the tightness of their products by injecting a liquid … Blue.
An excess of modesty today incomprehensible, and which it is good to get rid of little by little.

See also: Viva la Vulva, the Nana campaign that breaks the taboo around the female sex

Video by Marion Dos Santos Clara