From HelloFlo founder Naama Bloom and writer Sara Saedi (who penned HelloFlo spots "Postpartum: The Musical" and "The Period Fairy") comes another quirky, humorous look into the anonymous world of ladyparts problems.
Despite the fact that one in three women will suffer from bladder leakage in their lifetime, it's one of those embarrassing subjects—like periods—that few people and even fewer advertisements like to talk about. By taking a humorous approach to a humiliating issue and allowing the target to laugh at the ad, and at themselves, the HelloFlo creative team has become a sort of pioneer in unmentionable lady's health issues.
In this spot, for a product called the PeriCoach, we're thrust into a meeting of Leakers Anonymous—a support group for ladies with bladder issues. Together, they admit their incontinence troubles, and then, out of the leaky darkness, their savior appears, replete with British accent and capable of laughing without peeing herself. She has been to the land of continence and returned with a PeriCoach, which, she explains in an immortal line, is "like a Fitbit for you vag."
That's right, if you're crappy at Kegels (the pelvic floor exercises you're supposed to do to tone your vag and get rid of incontinence), the PeriCoach will tell you what you're doing wrong. It'll also connect to your smartphone and give you reminders about when to train your vagina. About the only thing it won't do is vibrate.
Of course, if the PeriCoach and its smartphone reminders aren't motivating enough, you can go back and watch this video and forward to 0:54, where the mother of twins lifts her skirt to show off her padded granny panties. I'll admit that the entire time I wrote this, I was Kegeling in sheer terror.
Production Company: Senza Pictures
Writer: Sara Saedi
Producer: Brandi Savitt
Casting: Wulf Casting
Music: Flavor Lab
Creative Advisor: Naama Bloom
Beth: Susan Pasquantonio
Jane: Camile Theobald
Samantha: Leah Curney
Emily: Dana Gartland
Leaker #1: Daphne Bowers
Leaker #2: Oiaohong Zhu
Leaker #3: Polly Kreisman
Leaker #4: Rose Cordova
Director of Photography: Kip Bogdahn
Editor: David Fishel
Art Director, Costumes: Ally Nesmith
Sound Mixer: Wil Masisak
First Assistant Director: Lenny Payan
Production Coordinator: Julia Brady
Hair, Makeup: Kristen Alimena
Assistant Hair, Makeup: Lauren Citera
Script Supervisor: Zaïri Malcolm
Gaffer: G.T. Womack
Key Grip: Ben Hunt
Dolly Grip: Jim Tripp
Assistant Editor: Elizabeth Theis
Assistant Camera: Nate Slevin
Boom Operator: Matt King
Assistant Art Director: Nelson Mestril
Production Assistants: Jordan Floyd, Eric Cruz