Creativity

Amber Rose Keeps a Diamond-Encrusted Tampon Round Her Neck in This PSA Against Sanitary Product Taxes

Spot Protests Sales Tax on Tampons and Pads in 36 U.S. States

By Alexandra Jardine. Published on Oct 02, 2017

Editor's Pick

Actress Amber Rose stars in a new PSA protesting against taxes on sanitary products in 36 U.S. states that don't class them as a necessity.

Period Equity argues that not exempting tampons and pads from sales tax effectively treats them as a "luxury," and so the spot spoofs an upscale jewelry ad, with Rose twirling what looks like a diamond-encrusted pendant. It turns out to contain not a precious jewel, but a tampon. "Where else would you keep something that 36 states class as a luxury?" asks the voiceover.

The ad is by JWT New York and Melanie Bridge at the Sweet Shop directed. It was unveiled at Amber Rose's OPENed Women's Conference and annual SlutWalk on Sept, 30 in Los Angeles. The PSA features actual bejeweled tampon holder necklaces designed by high-end jewelers; Ilaria Lanzoni, head designer of Hearts on Fire, celebrity jeweler Jade Trau and silversmith Kevin Grey.

"This tax targets half of the population, and many don't even realize that the majority of states have it," says Sarah Barclay, executive creative director, J. Walter Thompson New York, in a statement. "So we wanted an idea that was so absurd, it couldn't be ignored, and could help to ignite legislative action."

The U.S. is not the only country fighting so-called Tampon Tax; the U.K.'s biggest retailer Tesco recently announced it was cutting the 5% taxes on sanitary products for customers for own-label and other brands, swiftly followed by fellow retailer Waitrose.

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About

Credits

Date
Oct 02, 2017
Agency:
JWT New York
Client:
Period Equity
Founder:
Jennifer Weiss-Wolf
Founder:
Laura Strausfeld
Executive Creative Director:
Sarah Barclay
Creative Director:
Yana Hunt
Copywriter:
Danielle White
Copywriter:
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
Editorial:
Beast
Editor:
Lindsey Nadolski
Post Producer:
Jennifer Gotharb
Executive Producer:
Melissa Lubin
Color Grading:
Company 3
Senior Colorist:
Sofie Borup
Music:
Amber Music
Music Supervisor:
Mike Perri
Producer:
Mike Perri
Music Creative Director:
Michelle Curran
Executive Producer:
Michelle Curran
Audio Mix:
Heard City
Engineer:
Jodi Levine
Voice Talent:
Lindsey Kaufman

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