Tampon brand Lil-lets, with its SmartFit formula, claims to fit more snugly than other brands. So what better way to demonstrate this than a couple of Essex girls in a night club ladies loo? Have we got that right?
Agency Leagas Delaney has enlisted two members of the cast of reality show The Only Way Is Essex (TOWIE) for a new campaign which does, indeed, play on misunderstanding.
Bright and witty – unusual in a sector currently renowned for solemnity (P&G’s Always etc).
MAA creative scale: 7.