The elaborate, highly crafted work being done to strip the stigma out of periods is great. But this simple real-as-real-can-be commercial by Oberland for Thinx is wonderful. It does a superb job of normalising periods to the right audience at the right time with a simple story and brilliant direction by Girl Culture Films’ Pamela Adlon, who has elicited three perfect performances and cherry-picked the perfect moments to bring to the fore.
The second commercial in the campaign is good but very much overshadowed by its super-sibling.
The two commercials, Saved by Sister and Moon Landing launched on July 18. The rest of the campaign will appear later this year and ion the first quarter of 2023.
Credits
Client: Thinx
Senior Director, Brand & Content: Sara Plotkin
Chief Growth Officer: Crystal Zerrenner
Creative Director: Lauren Renner
VP, Communications & Public Affairs: Felicia Macdonald
Agency: Oberland
Co-Founder & CCO: Bill Oberlander
Co-Founder & CEO Drew Train
Managing Partner & Executive Creative Director: Lisa Topol
Art Directors: Henrik Bakke-Hereide & Monica Taylor
Copywriters: Marta Lala & Michele Jaret
Managing Partner & Chief Strategy Director: Kate Charles
Director of Strategy: Emily Waite
Brand Director: Ronni Chow
Senior Project Manager: Liz Grover
Production Company: Girl Culture Films
Director: Pamela Adlon
Executive Producer: Clair Grupp & Claircollective
Co-Founders: Lauren Greenfield & Frank Evers
Managing Director: Tori Palmatier
Executive Producer: Jenn Ingalls
DoP: Michelle Lawler
Producer: Jessica Zerby
Line Producers: Gabrielle Yuro & Sean Lyness
Production Designer: Grace Alie
Post: Metro Pictures Editorial
Editor: Paul Norling
Producer: Mary Stasilli
Assistant Editor: Eric Brodeur
Colour: Mad Color
Colourist: Sparkle
Mix: Margarita Mix
Engineer: Paul Hurtubise
