Girls check out guys at boot camp in Libra ad

"I love boot camp"

Clemenger BBDO Melbourne has launched a new TV ad for sanitary towel brand Libra.

The ad, which follows two girls who go to watch a gathering of men training, aims to show ‘the freedom that can be enjoyed with a pad that’s designed to fit, no matter what you do,’ according to a press release.


Executive Creative Director: Ant Keogh
Creative Director: Jim Ingram
Creative Director: Ben Couzens
Senior Copywriter: Nick Kelly
Senior Art Director: Nic Buckingham
Agency TV Producer: Cindy Merlin
Group Account Director: Jenn Chin
Senior Account Director: Louise McLaughlan
Account Manager: Berlin Abraham
Strategy Planner: Heather Lewis
Director: Fiona McGee
Production Company: Goodoil Films
Producer: Claire Richards
Offline Editor: Johanna Scott (The Butchery)
Online Editor: Eugene Richards (The Refinery)
Sound: Paul Le Couteur (Flagstaff Studios)


  1. Steve
    26 Sep 12
    2:47 pm

  2. This gives me cramps.

  3. Anonymous
    26 Sep 12
    2:49 pm

  4. Thanks for posting, but maybe don’t give the idea away before we get a chance to watch it?

  5. Double standards
    26 Sep 12
    3:12 pm

  6. This is disgusting. How dare they insinuate men rub their crotch during boot camp.
    I will be writing a letter to the Ad Standards board immediately.

  7. Ann
    26 Sep 12
    3:58 pm

  8. Good ad

  9. anonnah
    26 Sep 12
    4:21 pm

  10. This is precisely why we need more female creatives.

  11. Jack B. Nimble
    26 Sep 12
    4:33 pm

  12. Does this mean we now see an advert where men check out women in the exact same way, and not have a flurry of complaints about the ad being sexist, treating women like objects etc? #equality

  13. Hmmm
    26 Sep 12
    5:16 pm

  14. I saw this last night, turned to my girlfriend and said, if that was two blokes oggling a girl there’d be loads of complaints.

  15. Shamma
    26 Sep 12
    6:05 pm

  16. nobody market womens products like a bunch of men

  17. nat
    27 Sep 12
    8:07 am

  18. This is probably the first lady product ad i have seen that i actually thought was funny!

  19. Norm
    27 Sep 12
    9:07 am

  20. This ad took 10 agency people to put together… really? It’s no wonder agencies are bleeding these days.

  21. HaHa
    27 Sep 12
    9:35 am

  22. This ad has ‘Made by Guys’ all over it. All it’s missing is a pillow fight.

  23. Anonymous
    27 Sep 12
    11:13 am

  24. Stop complaining; it’s funny. Stop being so politically correct and laugh at the ad and move on! Uptight asses!

  25. Me
    27 Sep 12
    11:36 am

  26. Shattering category conventions with the strategy:

    “The freedom that can be enjoyed with a pad that’s designed to fit, no matter what you do”

  27. Hmmmm!
    27 Sep 12
    2:43 pm

  28. Good Ad. If you could all have done better, strange they didn’t hunt you down to write and produce it yourself.

  29. boring
    27 Sep 12
    3:09 pm

  30. zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz tell me something new

  31. Lost boys
    27 Sep 12
    8:04 pm

  32. Nice one Therese on brand & very clear message. Still wonder if chicks connect with the brand via the reverse 2.5 men gag.

    At least no drag queens this time.

  33. paul
    28 Sep 12
    4:08 am

  34. With a bit of cheeky dialogue added, isn’t this the same ad coke (diet coke?) made years (decades?) back where the office women ogle (was it a?) window-cleaner hunk…