“Welcome to my vagina”, the starter line of Evofem Biosciences’ latest commercial! Any ad that began with such a bold phrase can’t be underestimated to be a mediocre one. Evofem Biosciences collaborated for its latest Phexxi birth control commercial with award-winning “Schitt’s Creek” star Annie Murphy.
Murphy went on like, “In here, I make the rules. Rule number one, keep it real, hon, and that means no hormones.” Phexxi’s non-hormonal birth control is crucial for Evofem and Murphy’s persona; appreciation makes her an excellent advocate, according to CEO Saundra Pelletier.
Murphy began taking birth control when she was 16 years old, but her health care professional had to replace her prescriptions due to her results. She switched to a recommended vaginal ring after seeing the adverse effects, but she still had them. As a result, she no longer uses hormone-based birth control, which includes all of this.
She’s currently on Phexxi, a tampon-like non-hormonal contraception gel that works by keeping vaginal pH in an undesirable environment for sperm. When administered correctly, its 93 percent effectiveness claim is equivalent to recognised hormonal alternatives.
“We think of the brand as genuine and authentic and sassy and edgy, but also empowering. We thought about a lot of celebrities, we talked to a lot of celebrities, but to be honest, Annie Murphy is a unicorn,” Pelletier said, adding, “There is no question there is no one like her of course, but she really does embody the brand.”
McCann Health and Real Chemistry, both Evofem organisations, operated at the Murphy campaign, which is known as “House Rules.”
The work is evocative or even hazardous, according to Pelletier. Indeed, McCann intended to create two versions of the commercial—one with the term vagina and one without it entirely—and air them in various business sectors across the United States.
Pelletier joked about either getting fired or promoted to the bold movie she took with the ad campaign. “What I thought was super cool, though, was that Annie was so leaning into the fact that while we talk about elbows and we talk about knees, why do we call it a hoo-hoo? Why can’t we call it what it is—a vagina?” said Pelletier.
Evofem counts on more active women who are more willing to discuss their bodies and contraception to participate in its education.