Hail to the V
July 16, 2011 16 Comments
With Harry Potter and Friday Night Lights ending their stories this week, generations are weeping everywhere. And last night, as the audience settled in the theater to see what happens to Potter and friends even though we all know what happens, a surprising commercial came on. It was epic, starting with a woman holding her baby to the moon, and the words “It’s the cradle of life.”
“Uterus” I whispered to Mr. Carla Fran, thinking I was hilarious.
“It’s the source of nations.”
“Uterus!” I thought I was playing a reproductive parts/movie trailer game akin to the fortune cookie “in bed” thing.
“Men have fought for it”
“Men have died for it.”
And then, you know what they were actually talking about? VAGINAS! It was really about ladyparts. It was a commercial for Summer’s Eve, convincing women to get spendy because their historical vaginas are so epic. They are the stuff of movies. The tag line was the bold “Hail to the V.” I actually gasped.
I can’t find a clip of that actual commercial online, [update: it's here] but I’m sure everybody will see it because everybody is Harry Pottering this weekend. It was surreal because it was so body positive, and yet I don’t want to celebrate my epic lady part by dumping a bunch of chemicals on it. That does not sound like hailing to me. Actually, it does, but the weather kind. The hailing that dents cars, and tender things.
The commercial is also a fascinating snapshot of power and gender. Yes, the knights are fighting for the princess’ vagina, but that’s kind of the problem, not the cool thing, right? I cannot wait to hear what Sociological Images has to say about all of this. [Update, Gwen Sharp covered it here).
This all did lead me to Summer's Eve Youtube channel, where they have a bold campaign to work their way back into the sex ed health class. Because we know every health teacher warns against douching, and brings up Summer's Eve or Massengill as the example baddies. We all know that we are not supposed to buy those things. But, Summer's Eve's new approach is get direct, get educational, and make hand puppets that are your vagina.
Summer’s Eve wants women to be “BFF”s with their vaginas. Cool. The problem? A.) Nothing is still the best everything for upkeep down there. No soap, no wipes, no special body lotion, nothing. and B.) I like the idea that I can be besties with my anatomy without corporate direction. Gimme Hot Pantz, the free and awesome pamphlet on lady parts, any day.
But, is this the kind of ad campaign that gets conversations started earlier, especially for adolescents, and at the very least, gets the V out of the closet? Another tag line from the videos is “Welcome to Vaginaland.”
Harry Potter was fine. I just can’t stop thinking about feminine wipes.