Site Promises Talk About Birth Control That’s ‘Not Awkward,’ but the Ads Sure Are

Bedsider.org makes you cringe

Bedsider.org, a free online resource for birth control, has teamed up with BET Networks to target African-American women ages 18-29 through a series of TV spots from Havas Worldwide portraying painfully awkward discussions about sex and birth control with family and friends. The idea is cool. Talking about sex can be awful, but checking out a website about sex and birth control is awkward free, as long as you're not in a library or synagogue or elementary school.

The three spots feature a young woman having cringe-worthy conversations with 1) her grandmother, 2) her boyfriend and 3) her mother.

A little old lady delivers the line "Oh, you're very supple" to her visibly uncomfortable granddaughter in the best of the three ads. The spot featuring the IUD conversation with the boyfriend doesn't do it (pun!) for me. You guys are having sex, but you can't ask your boyfriend to tell his dog to stop humping your leg? Strange. The video featuring the daughter—wrapped in a towel, fresh out of the shower—and the overeager mother is the weirdest of the three. The line "We should talk, like, vagina to vagina" is seriously grossing me out.

Bedsider's goal is to make us all cringe; mission accomplished. I've maxed out my quota for hearing the word "vagina" today. Nobody talk to me until tomorrow.

CREDITS

Bedsider 2013 Awkward Campaign

Agency: Havas Worldwide New York

Chief Creative Officer Global Brands: Lee Garfinkel

Chief Creative Officer: Darren Moran

Executive Creative Director: Lisa Rettig-Falcone

Creative Director: Jeremy Pippenger

Art Director: Thomas Shim

Copywriter: Catherine Eccardt

Global Chief Content Officer: Vin Farrell

Integrated Producer: Candice Vernon

Group Account Director: Tamara Goodman 

Account Executive:  Alexandra Litzman

Senior Content Strategist: Shawn Shahani

Strategy and Analytics: Chris Lake

TV Production Company:

Director: Clay Williams

EP: Scott Howard

Producer: Debbie Tietjen

DP: Stefan Czapsky

Editorial:Mackenzie Cutler

EP: Sasha Hirschfeld

Producer: Evan Meeker

Editor: Dave Anderson

Telecine: Company 3 NY

Colorist: Tim Masick