
Did you know your vagina is dirty? Summer’s Eve certainly wants you to think so. And their stereotypical new ad campaign is touting that message loud and clear with talking hand vaginas giving lip service to the flawed medical information the entire line is based on.
Just for a moment (say, this paragraph and this paragraph only) let’s pretend that we don’t already know that douching is bad for us and our lady parts. Not only does the practice disrupt our body’s natural protective cleansing system, it also rinses away the bacteria and yeast that are supposed to be present in our vaginas. In other words, our vaginas can take care of themselves.
For the sake of argument, we can pretend for a moment that douching is good for us. With me? Okay, now tell me if a black talking hand vagina with an afro, a brown vagina with a Spanish accent, or a white vagina complaining about going to the gym are a) going to make you relate because your vagina exhibits stereotypical tendencies, too or b) make you wonder what the jackass who approved the ad campaign was smoking?
I vote B.
For those who haven’t seen the ads yet, Summer’s Eve “Hail to the V” ads, let me break it down for you.
The Black Vagina: Sister girl's got an afro and opens with a “Giiiiiiiiirl!” because, obviously, every black vagina should sound like the perceived racial stereotype. She’s got an afro, likes to hit the club, and went and got “her hair did.”
The Latina Vagina: Senorita Vagina wears a thong, says “ay-yi-yi” and goes off on a rapid-fire Spanish rant about said thong being the tackiest thing it’s ever seen. Which, by the way, is a lot, because Summer’s Eve likes to think the Latin vagina has seen practically everything.
The White Vagina: She’s bland and whines about going to the gym. Oh, and she says "BFF" a lot. Frankly, I'm not sure if any of my Caucasian friends were aware their vaginas were this boring.
Oh, and she’s important, too, because White Vagina has the empowering message to help educate the rest of us out there about cleaning our dirty vaginas.
I’m trying not to let my feelings get hurt that Summer’s Eve doesn’t think my Latin Lady Parts aren’t smart or influential enough to spread anything other than the legs leading to it.
Of course, agency founder Stan Richards of The Richards Group is defending the campaign. Here’s his quote to Adweek:
We have a wonderful client that recognizes no matter what they do, marketing in the feminine hygiene category is going to provoke a reaction. After listening to thousands of women say they want straight-talk and lighthearted communication on a historically-uncomfortable topic, Summer's Eve gave us license to be bold, irreverent and celebratory across a multitude of mediums and to different audiences. We are surprised that some have found the online videos racially stereotypical. We never intended anything other than to make the videos relatable, and our in house multi-cutural experts confirmed the approach. The more important mission is to get women talking about taboo topics and we hope these negative sentiments don't overshadow that effort.
Interesting. So my vagina is supposed to have an accent? Ay-yi-yi.
Tell me, what do you think? Are the ads racially insensitive? Do they speak to you or are they a slap in the Lady Parts? Please, take the floor and discuss away, ladies. I'd love to hear your thoughts on the issue.
Pauline Campos is a writer, mother, and blogger. Find her three times a week at Aspiring Mama, Funny Not Slutty, and
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Comments
really tho?
By lele (not verified) on Saturday, 09/10/2011 at 12:44 PMSince women are the last slaves on earth its fitting that we are taken as a joke. Racist summers eve, I don't even know one person who rubs this crap on their body. They say wash your vagina for a raise cause they consider us whores in ther christian/muslim/jewish patriarchal society. Traditionally women have been comprimised sexually and mentally for their raise. Well we are not your slaves corporate america. I demand all self respecting women boycott this ompany and brand on a whole. They take us for fools n make a joke of our vaginas? Well their right the world does revolve around our vaginas so the joke is on them. Summers eve go eff urself. Leave my V alone!
Excluded again
By Alissa (not verified) on Sunday, 07/31/2011 at 6:28 AMAlright, who do I sue? Once again - just like Christmas - the Jews are completely ignored! African-Americans and Latinas are represented, but what? We Yiddishe mamas don't have a right to have fresh, berry-scented vaginas? Although, to be honest, a borscht-scented product would be more up our alley.
They should call themselves anti-Semitic's Eve. Humph.
omgosh that's too funny!!
By giglet (not verified) on Sunday, 07/31/2011 at 7:36 AMi read your post and cracked up laughing so hard!! thanks , i needed that today!! btw: i love borscht LOLOL
wtf?
By Anonymous (not verified) on Friday, 07/29/2011 at 7:19 PMI was not only offended, I was flummoxed. As far as I'm I'm concerned, Summer's Eve is great for one thing.
Getting skunk smell off your dog. Gee, sure like my body parts likened to skunk smell.
hail to the d?! haha
By giglet (not verified) on Wednesday, 07/27/2011 at 2:12 PMwell, the video's up there don't work, but i found them on youtube, and i'm, uhhhhh, speechless!
did anybody see the colbert 'hail to the d' spoof?
very funny, but, it is just a spoof.
oh, omg, 'my vertical smile'? le gasp!
and what's with the 'spend an extra 10 seconds in the shower'? aren't we supposed to wash our hands for 20 seconds? rofl
Sign the petition!
By EvilSlutClique (not verified) on Tuesday, 07/26/2011 at 7:07 PMWe've started a petition on change.org asking Summer's Eve to pull this offensive 'fail to the V' ad campaign:
http://www.change.org/petitions/tell-summers-eve-to-end-its-sexist-racis...
I am so glad you discuss
By melissa (not verified) on Tuesday, 07/26/2011 at 3:47 PMI am so glad you discuss this. My friend used to use douche until I threw out the products on her house and discussed this. I think the best way to educate is one on one. Take that summers eve one less vagina washer. Ps did this make anyone else think of margaret cho's wash your vagina routine?
One down...
By Pauline Campos on Tuesday, 07/26/2011 at 5:35 PMWay to go, Melissa. Your friend is lucky to have someone who is willing to talk about something personal in order to educate. And I haven't seen the Margaret Cho bit but now I want to look it up. Thanks!
Pauline Campos is a writer, mother, and blogger. Find her three times a week at Aspiring Mama, Funny Not Slutty, and
How intelligent...
By Connie (not verified) on Tuesday, 07/26/2011 at 11:14 AMMen designing the campaign? Figures. Just what everyone wants a stylish vagina. Hail to the V.... Sadly there are women out there who fall for this crap. PROPAGANDA at its finest.
Let the hand do the talking?
If my vagina could talk I would take it on the road.
Stereotyping is disgusting... And those who go along with it are just as bad. Anything to make a buck. The complain because someone does not take you serious. The nerve.
Sing it, sister!
By Pauline Campos on Tuesday, 07/26/2011 at 12:42 PMIf my vagina could talk, it would have a few accented words to say to the people behind the ad campaign. thank you for reading and for your comment!
Pauline Campos is a writer, mother, and blogger. Find her three times a week at Aspiring Mama, Funny Not Slutty, and
LOL, Pauline
By Lissa Rankin on Tuesday, 07/26/2011 at 10:22 AMMy vagina now smells like Berry, Summer's Eve. Can Pauline and I high five now? And then do you think I can ask for a raise?
Seriously, people. Sheesh!
Fist Pumps
By Pauline Campos on Tuesday, 07/26/2011 at 12:37 PMcuz cleaning my vagina is OBVIOUSLY the answer to all of society's ills. Thanks for filling me on THAT bit of genius, Summer's Eve.
Pauline Campos is a writer, mother, and blogger. Find her three times a week at Aspiring Mama, Funny Not Slutty, and
What a joke!
By Tamara (not verified) on Tuesday, 07/26/2011 at 10:21 AMIf I had been shown these ads without having read the blog post first, I would have assumed that they were a spoof! The idea that a woman would need a "specialty vagina wash" for the shower is ridiculous, and I hope nobody wastes their money on these products.
It's like they took the idea of a 'vagina monologue' and twisted it into a scheme to make women feel insecure and filthy. Don't buy into this, ladies!
I asked my lady parts for a response, but they were laughing too hard to form words.
Joke's on us
By Pauline Campos on Tuesday, 07/26/2011 at 12:41 PMI have the raunchy sense of humor that these ads might have been slightly humorous to me as a spoof. I laugh at the inappropriate all the time. But as a serious ad campaign to encourage women to buy a product on the misplaced and misdirected move to try to *relate* to their customer base, this is *not* okay. Not even in the slightest.
Pauline Campos is a writer, mother, and blogger. Find her three times a week at Aspiring Mama, Funny Not Slutty, and
Love it! I didn't know my
By Ade (not verified) on Tuesday, 07/26/2011 at 6:40 AMLove it! I didn't know my vagina had an accent either, or could talk. I know what it would say to Summer's Eve though...and I'll spare you because it's going to be something inappropriate. It's just plain ignorant. Save stereotyping for stand up comedy acts. Don't insult women's inteligence or their body parts. Sick of it!
They win
By Pauline Campos on Tuesday, 07/26/2011 at 10:10 AMOn the ignorant part, I mean. I'm not sure you can get any more brain dead than "Vertical Smile." Makes you wonder what their "in house experts" were thinking.
Pauline Campos is a writer, mother, and blogger. Find her three times a week at Aspiring Mama, Funny Not Slutty, and
What do you expect?
By Marjorie (not verified) on Tuesday, 07/26/2011 at 6:31 AMThis is what we get when we allow a corporation and its "in house multi-cutural experts" to tell us about our own bodies. What's sad is that they actually believe their hype about "helping" women. First, alas, they must help themselves.
Bingo!
By Pauline Campos on Tuesday, 07/26/2011 at 10:13 AMMarjorie, I'm really thinking it's "sinking ship syndrome." think about it...the more women today are educated about the harm douching actually does to our bodies, the less profit Summer's Eve sees. Eventually, they're going to be folding. Until then, they are going to milk it for all they can with pathetic and media-attention-getting campaigns such as this one. I know, I contributed to the "Look What They Did" but this is a conversation that needs to be had. And summer's eve needs to step up to the plate.
Pauline Campos is a writer, mother, and blogger. Find her three times a week at Aspiring Mama, Funny Not Slutty, and
Giiiiiirl....don't get me started
By Lissa Rankin on Tuesday, 07/26/2011 at 6:26 AMOkay- yes. DO get me started! I'm going to post my response to this tomorrow!
I had my rant about Summer's Eve last year when they put that advertorial in Woman's Day magazine about how to ask your boss for a raise (the #1 tips- WASH YOUR VAGINA!) WTF?
http://www.owningpink.com/blogs/owning-pink/want-raise-wash-your-vagina
I even wrote a letter back to the marketing director who apologized on my post. And this is how they respond?
Summer's Eve- you effed up- AGAIN!
Thanks for shining a light on this, Pauline. Great article, love!
Ay yi yi
Lissa
Gimme a Minute, Lissa
By Pauline Campos on Tuesday, 07/26/2011 at 10:15 AMI was going to say thanks for the acknowledgement and the pat on the back for my work on this article and my writing skills but I need to go wash my vagina first so you'll take me seriously. (Right, Summer's Eve?)
Pauline Campos is a writer, mother, and blogger. Find her three times a week at Aspiring Mama, Funny Not Slutty, and
Wow
By Anonymous (not verified) on Tuesday, 07/26/2011 at 3:52 AMThat's just ridiculous. I can't believe they would make such ads and even put them up! As well as the fact that it is racial stereotyping, I personally see it as degrading to women. I understand they want to "provoke a reaction" but there are much better ways to go about it.
You got it
By Pauline Campos on Tuesday, 07/26/2011 at 10:16 AMThere's attention grabbing and there's What The Hell Were They Thinking? This? Falls into the second category. Thanks for reading, love.
Pauline Campos is a writer, mother, and blogger. Find her three times a week at Aspiring Mama, Funny Not Slutty, and