Why Seventh Generation Got Maya Rudolph to Sing a Song About Vaginas

Creative campaign from 72andSunny

Maya Rudolph improvised the spot on set for Seventh Generation. Seventh Generation

In recent years, Maya Rudolph has found strange yet compelling ways to tout Seventh Generation’s use of natural products. Now, the company is deploying Rudolph to help destigmatize the word vagina (with the actress and comedian behind a drum set saying the word repeatedly) while also pitching its period-care products.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.