Should items that are a necessity for half the population be taxed as if they're luxury goods? That's the question posed by 'Not a luxury', for Period Equity by J Walter Thompson New York and directed by Melanie Bridge of The Sweet Shop.
For those unfamiliar with the system: US states decide on their own sales-tax schemes and rates. This results in a lot of mad behaviour, such as people crossing state lines to buy something that's not taxed in the next town over, or going to a state where the rate is 5 percent rather than 7.5 percent if the item is a pricey one.
Most states exempt "necessities", such as bread, milk and other staples, while still applying the sales tax to "luxuries", which can include everything from prepared food to jewellery to cars.
Also considered a luxury in 36 states? Tampons and pads, which, as the work points out, isn't fair to half the population. Actually, it's downright discriminatory. And Ad Nut bets that if the world suddenly changed so that men got periods, the undoubtedly male-dominated legislatures in those states would change their laws right quick.
Client: Period Equity
Founder: Jennifer Weiss-Wolf
Founder: Laura Strausfeld
Agency: J. Walter Thompson New York
Executive Creative Director: Sarah Barclay
Creative Director: Yana Hunt
Copywriters: Danielle White & Christopher Phillips
Head of Production: Anthony Nelson
Agency Producer: Gillian Blain
Global President: Claire Capeci
Account Manager: Adaire Carey
Global Planning Director: Marina Pen
Project Manager: Drazen Kupres
Production Company: The Sweet Shop
Director: Melanie Bridge
Executive Producer: Laura Thoel
Bidding Producer: Carolyn Pedrossian
Line Producer: Michelle Stark
Director of Photography: Danny Ruhlmann
Production Designer: Erin Dallesandro
Still Photographer: Howard Wise
Editor: Lindsey Nadolski
Post Producer: Jennifer Gotharb