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Feminine hygiene giant Summer’s Eve has been getting a lot of press lately. Their new ad campaign, “All Hail the V,” places vaginas at the center of a media blitz. Although many companies blatantly use sex and female sexuality to sell everything from burgers to new cars, rarely do our lady parts get their just due.

Despite the positive spin and power Summer’s Eve is trying to attribute to the vajajay, many have accused their latest ads of peddling in tired stereotypes. Along with the original commercial featuring famous women throughout history, their newest round of—let’s say—colorful ads, cater to women of different ethnicities.

Featuring talking vaginas, the latest “All Hail the V” ads showcases three different women—one Black, one Latina, and one white—speaking in what many consider a stereotypical manner. The Black vagina is predictably sassy, changes her hair, and talks about hitting the club. The Latina vagina speaks Spanglish and punctuates her sentences with “ay,” and “boo.” And the White vagina just sounds…well, White (I know, I know).

The Black version:

The Latina version:

The White version:

Although I understand the company’s need to appeal to all women, I wonder if they really had to tailor their ads specifically toward race?

What do you think, Clutchettes? Are the new Summer’s Eve ads racist or just a smart business move?

 

 

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  • Alexandra

    Stereotypical, yes it is. Stereotypes come from somewhere & that’s all that seems to go mainstream anyway. I didn’t learn anything & I’ve never bought Summer’s Eve or plan to. There’s nothing those wipes/cleansers can do, that regular bathing can’t. Soap and water, ladies. Or a simple wet cloth.

  • Why did the “Latina” version have to say “That is the tackiest thing I’ve ever seen in my life … and you know I’ve seen a lot.” ?!? UH UH !!! That is not right, funny but not right. This entire commercial is distasteful but, if it wasn’t this to complain about, it would be something else. Seems like no one can get anything right these days, there’s always going to be someone upset. Summer’s Eve, bless their hearts, made a failed attempt to cater to their market, and apparently their market is all sassy, “Black” women that hit the club, traveling “Latina” women that don’t like leopard thongs, and “White” women that hit the gym. Oh, goodie ..

    Next.

  • Britni asks an interesting question. See my commentary on it and the ads at http://thecommunicatedstereotype.com/truth-or-stereotypes-in-advertising/

  • Peter Podgursky