"How many times have you seen a guy in a pad commercial?" asked Gavin Simpson, executive creative director of Ogilvy & Mather Philippines. "We thought it was interesting to tell the story from a guy's perspective, because whether he's the boyfriend, husband or brother, he also ends up feeling the pain of the woman."
In the TV spot, 'Missing girl', a man -- played by actor Dennis Trillo -- is shown on his own, singing by himself in a karaoke bar, riding a tandem bike solo and suffering in silence. "We set out to mislead the viewers into thinking that the couple had broken up, or worse, that the girl died," Simpson explained, "only to reveal that the girl was just having her period."
The spot ends on a happy note, with the girl able to join her boyfriend -- despite having her menses -- thanks to peace of mind offered by Kotex napkins' unique 'blue safety zone'.
