KOTEX SANITARY TOWELS: SEX CHANGE

The advert titled SEX CHANGE was done by OGILVY JAKARTA advertising agency for KOTEX SANITARY TOWELS (KIMBERLY CLARK INDONESIA company) in Indonesia. It was released in the July 2008. Business sector is Cosmetics & beauty products.

Credits:

• Advertising Agency: OGILVY JAKARTA, INDONESIA
  Executive Creative Director: Gary Caulfield
  Creative Director: Yuwono Widodo
  Creative Director: Yuwono Widodo
  Scriptwriter: Nectaria Ayu/Dwi Saptarini/Diah Kurnia
  Agency Producer: Mala Komawati
  Producer: Mala Komawati
  
  Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
  FVO1: So... have you decided yet?
  FVO2: Yes. I want to have a sex change.
  FVO1: You want what?!
  FVO2: I want to have a sex change!
  FVO1: What is wrong with you?
  FVO2: I... I just can’t stand it anymore, Mom! I feel uncomfortable!
  
  FVO1: Hold it. Stop there. I need to know why you made this decision.
  
  FVO2: I‘m tired, Mom. I really can’t stand it anymore! I’ve had enough! I’m sick and tired! Sick and tired of changing again and again and again!
  
  FVO1: Shush! Listen! I’m a woman, and if you’re sick and tired of changing sanitary napkins during your period over and over again, wear Kotex Ultra Dry!
  
  FVO2: But Mom...!
  
  MVO2: Shush! Zip it! Stop screaming, our neighbours will hear!
  I'm telling you, it has a safety guard layer to keep the surface dry, comfortable, no need to change too often! Get it?!
  
  ANN: Kotex Dry Comfort.
  
  FVO1: Wait a minute... Why on earth do you wear sanitary napkins, Bambang?Full script of the ad in the original language
  FVO1: Sudah kamu putuskan?
  FVO2: Iya udah mah... Aku mau ganti kelamin!
  FVO1: Hah? Apa? Apa?
  FVO2: Iya aku mau ganti kelamin!
  FVO1: Kamu ini kenapa sih?
  FVO2: Aku udah gak tahan lagi maaa... Aku risihhh!
  
  FVO1: Tunggu... tunggu, mama perlu tau, kenapa kamu sampai pada keputusan seperti ini!
  
  FVO2: Akuuu... aku capeeek ma... aku bener-bener gak tahan lagi! Pokoknya aku kapok! Aku bener-bener capeeek! Capeek kalo tiap kali gonta-ganti...
  
  FVO1: Denger... denger dulu! Mama ini perempuan, kalo capek gonta-
  ganti pembalut tiap kali mens... ake Kotex Ultra Dry.
  
  FVO2: Aduuuh mama dengerin dulu dong!
  
  FVO1: Sssst... diam... diam! Jangan teriak-teriak gitu, malu sama tetangga.
  
  FVO2: kasih tau! Itu tuh ada lapisan safety guard yang bikin permukaan tetap kering, nyaman, gak perlu sering ganti! Ngerti kamu!
  
  ANN: Kotex Dry Comfort.
  
  FVO1: Tapi... ngomong-ngomong kenapa kamu pakai pembalut, Bambang?
  Brief Explanation
  The brief: To launch Kotex Dry Comfort as the new generation of sanitary napkin with advanced safety guard to assure dry surface and to guarantee comfort while wearing it.
  
  Insight: On their heaviest day, women find it irritating and especially tiring to keep changing their sanitary napkin to the point where they are on the verge of being distressed.
  
  The idea: Distress pushes you to want to do something extreme to get you out of the situation.
  
  The execution: This radio spot features a conversation between a mother and what seems like her 'daughter'. Distressed by the fact that 'she' has to keep changing her sanitary napkin 'she' decides to go through a sex change, to which the mother is strongly opposed.
  After the mother gets carried away with telling the 'daughter' to not go through it, the mother realises something that will twist the twist. (Bambang is a boy's name). This kind of twist on a twist is widely liked locally in Indonesia.