People tend to think of Canada as a progressive oasis and for good reason: quality health care, beautiful environmental landscapes and a general attitude of inclusion and tolerance are all very Canadian things.
Of course, nobody is perfect and it turns out that Canada has some fairly regressive attitudes when it comes to women talking about sex in public. But one company has countered that narrative and is making a huge splash with their new billboard that contains an unmistakable message of female empowerment.
“You can use sex to sell anything, except if it’s women’s pleasure,” said Stephanie Keating, marketing manager at WOW Tech Group, in an interview with AdWeek.
Keating’s company worked with PinkCherry and design firm The Garden to promote their new vibrator, brilliantly called the “Womanizer” with a line of marketing text that has made international headlines: “Scream your own name.”
Much like in the U.S., Canada doesn’t have any explicit laws against advertising like this. But Keating says the unspoken rules most often result in such advertising campaigns getting turned down by major vendors.
In fact, the company claims that they’ve already set a North American record by having the billboard in place for just three weeks.
It has also already been nominated as one of the year’s best new advertisement, based in large part to the organic reaction from industry professionals and casual observers alike...more