Is The Summer’s Eve Ad Campaign Celebrating “Hail to The V” Really Hell to The No?

There’s one for white women, one for black women and one for Latinas.  Commercials, that is.

Interestingly, there isn’t one for Asian women.  I wonder what’s up with that.  Why should they be exempted?  They certainly aren’t white.  After all, every woman should share in the disgust.

I’m presenting the commercials for black women and Latinas, and the question I have is, do you think that these commercials are racist?

What do I think?  I think that they are condescending and corny, really.  Like white guys saying, jive turkey, in the 1980s.   They are trying too damn hard to be hip.  I can’t even recognize the sista vagina.  Why?  Because black women don’t talk that way, or confuse the tops of their heads with the thatch at their pubis.

Akiba Solomon over at Colorlines thinks that all of them are the three worst commercials of all time.

The black “vagina” isn’t so interested in post-workout freshness. Nor does she even use the word “vagina.” Instead, she refers to herself as a “Wunder (sic) Down Under,” and chides her owner for spending so much time on hairstyling when she should be eradicating her natural odor. “An extra 10 seconds in the shower, plus a Summer’s Eve cleansing cloth before you hit the club and bam! We are so Lady Wowza!,” the sassy African-American “vagina” exclaims in a bizarre, imaginary patois.

Now, the Latina “vagina” is at the airport and pissed about another layover. “Ay, yai, yai..seriously?” she begins. Because Latinas always say things like, “Ay, yai, yai,” but, like black women, don’t say “vagina.” Anyway, the Latina vag wants her owner to “show her a little love, boo,” with purse size cleansing cloths, body wash—and the destruction of a certain “tacky leopard thong.” We know she means business about that thong because she curses it in some really fast Espanol at the end of the spot.

Not since Hammer danced for chicken in the early ’90s, have I seen such tomfoolery in advertising…

Tell me more.   To be fair, this is what the Summer’s Eve people say:

Leading personal care product manufacturer Summer’s Eve® is debuting a new creative campaign by Dallas independent agency, The Richards Group. The campaign, called “Freshen Up In Between,” features everyday scenarios women experience, such as traveling for business and going to the gym, and how Summer’s Eve fits into those experiences. The campaign will include print and online ads. The online ads will debut on February 1, 2011 and the print ads will debut on February 15, 2011.

Incorporating insights and key learnings from the brand’s nationwide listening tour and recent proprietary study about women’s knowledge of their own ********* and the emotional impact of anatomical terms, the campaign taps into women’s view of hygiene and the role it plays in their lives today.

“The campaign gives a glimpse into the life of today’s dynamic woman, and how Summer’s Eve products, such as the cleansing cloths and feminine wash, can fit into her daily routine, whether that’s after working out or freshening up before dinner with friends,” said Angela Bryant, senior brand manager of feminine hygiene for Fleet Laboratories, Inc. “This campaign is the first step of many for Summer’s Eve’s new communication strategy, and a new look and feel for the brand. Consumers will see in our upcoming summer campaign that this is not your mother’s Summer’s Eve.”

Not my mom’s Summer’s Eve, huh?  Solomon was right.  Why can’t a personal care company selling feminine wash say the word “vagina” or even “vajayjays” for fun, instead of writing “*********”.   What?  If they have to write something like this even for their press releases,  it kind of defeats the whole purpose of being upfront, up-to-date, and engaging with the female customers that Summer’s Eve is trying to reach, don’t you think?

Essentially, many gynecologists and women’s health groups and government organizations all insist that all this stuff about feminine odor is bunk.   The old name for what Summer’s Eve is pushing is “douching.”  Washing the vagina with water daily, while eschewing harsh soaps and chemicals; and in case of an encounter with a particularly garlicky meal or after a particularly heavy period, washing with a light dose of white vinegar and water, is all a woman really needs.  There are also drawbacks to too regular douching, like the onset of bacterial vaginosis and pelvic inflammatory disease in extreme cases.  In other words, let the vagina alone, and it will take care of itself.

And the extended cut of the “Hail to the V” campaign ad is downright weird and over the top, although the first two scenes are bound to make some African American women sit up and take notice until they realize that they’re being suckered.  It’s the cradle of life, it’s the center of civilization, the narrator intones.   Yeah right.  Etc., and ad nauseum.   It makes me think that Summer’s Eve is tailoring this whole campaign for women to scent their vaginas for the guys who have done everything that they can to win that particularly powerful vagina.  Tell me something, Summer’s Eve.  Is this feminine wash for women or not?

The ad campaign was realized by The Richards Group.  Lord, these people were straight tripping.

So, people–and even guys–whaddya think?  And yeah, I know.  It’s only a couple of commercials.

But I thought talking to the hand was an insult.

~ by blksista on July 21, 2011.

4 Responses to “Is The Summer’s Eve Ad Campaign Celebrating “Hail to The V” Really Hell to The No?”

  1. Summer’s Eve ‘Hail To The V’ Commercial (Asian Woman version)


  2. Hail to the V – this commercial is disgusting and stupid – the Summer’s Eve organization obviously has a bunch of low class pigs working for them in their ad department. I wouldn’t buy anything from them if theirs was the last cleansing agent on earth!


  3. I saw this during the previews to the Harry Potter movie the other day, and almost fell out! As the commercial went on, I kept saying to my wife “it’s BOOTY!” When they got to the punchline, I said, “TOLD YA!!” LOL.

    Took balls to put this line of commercials out!


    • They’re lame.

      I would have done better with half the money the company put out to the ad agency.


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