STW Group agency Shift is behind a new campaign for U by Kotex that introduces Nude Liners.
It is the second major U by Kotex ad since the Kimberly-Clark sanitary brand reintroduced its controversial beaver mascot on Facebook – but not on TV.
The ad, titled FOMO (short for fear of missing out), comes in the form of a animated movie trailer that shows the lengths girls go to not to miss out of the fun things in life.
It is the latest incarnation of the ‘U know what works’ campaign, and features a pastiche of the tag of famous grafitti artist Banksy, written as ‘Pranksy’.
Kimberly-Clark marketing manager Margaret Cheung said: “With the explosion of social media, location-based tools and mobile devices like smart phones, it’s no surprise that U by Kotex girls have FOMO. The exciting new campaign shows them that with thin and discreet U by Kotex Nude Liners they can be assured they’re prepared for anything so they never have to miss out”.
The ad will debut from 8 July, and will be supported by sampling and online content.
Director of Art: Raj Rabindranath
Art Director: Cassandra Jamcotchian
Writer: Dale Rhodes
General Manager: Kate Meyer
Account Manager: Roxanne Tyler
Production House: Hackett Films