Midol
About Midol
The work made for Midol runs to 1 verified project since 2022 — mostly InnovationStrategy, eCommerce and WebStrategy. The people who work most often on Midol projects include Marco Gentile.
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Comfort is Power
Pain relief brand Midol is the latest advertiser to portray menstruation in a more authentic light, with a powerful new commercial that evokes the gritty reality of periods and the discomfort that comes with them. The spot, the first work for the brand by MullenLowe New York, which won the account in 2021, is based on the insight that those experiencing periods are bombarded with messages of “empowerment” and “resilience.” Often, however, this can add pressure to live up to an unrealistic goal of strength while also normalizing the discomfort that people have to deal with. The ad sets out to portray the reality of periods in an authentic way, following in the footsteps of brands such as Libresse, Thinx and other advertisers that have paved the way for a more realistic depiction of menstruation. One woman finds blood in her underwear, while others are shown experiencing bloating, cramps and more, all while simultaneously dealing with work, school, sports, childcare and more. Directed by Marco Gentile at Pulse Films, it also features a diverse cast of people who menstruate, including those with different body types, ethnicities and gender expressions.
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The people with the most verified roles on Midol projects
