Copywriter Sara Saedi and HelloFlo CEO Naama Bloom (here acting as a creative advisor) have made a name for themselves dealing with feminine hygiene issues with their ads for HelloFlo, but they move beyond the brand (and tackle a different issue) with a new spot for PeriCoach, “An easy-to-use, clinician-recommended, home personal trainer device and app to manage and monitor your pelvic floor exercises to help reduce or stop leaking and treat other symptoms of pelvic floor weakness.”
The two-minute spot, created by production company Senza Pictures and entitled “Leakers Annonymous,” examines a support group for women with bladder leakage issues, something one in three women deal with. As they trade stories and practice kegels, their frustrations become obvious. That is until a woman enters the room declaring it is her last meeting as she’s found a solution: the PeriCoach, which she describes as “like a Fitbit for your vag.” The clever line is easily the spot’s most memorable moment, as the ad otherwise suffers from repetitiveness, too long a runtime and generally lacks the kind of charm that made “The Period Fairy” stand out. If you’ve been following Bloom and Seidi’s work for Hello Flo, you’ll probably also recognize one of the actresses in the spot (the one who complains about her “ugly, padded underwear”) as the star of “Postpartum: The Musical.” Thankfully, the creative team decided not to employ bladder leakage-related musical humor for PeriCoach.
Credits:
Production Company: Senza Pictures
Written by Sara Saedi
Produced by Brandi Savitt
Casting by Wulf Casting
Music by Flavor Lab
Creative Advisor, Naama Bloom
Cast
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
Crew
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: GT 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