Whole new meaning to “direct marketing”

Here’s an ad that brings a whole new meaning to “direct marketing”: Passion for Life Healthcare has decided to stop fannying about and get straight to the point. Its ad for Bio-Fem Actigel, an “intimate female care brand”, carries the graphic strapline “Keep Vagina happy”. Although it then muffs things rather by euphemising said body part as “your best friend” through the rest of the copy, the Diary feels the ad deserves praise for its openness, and commends the company for its front. Without wishing to labia point, perhaps Passion for Life could receive an award for cervixes to the advertising industry…

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