AMV & Bodyform tackle taboos, one toilet cubicle at a time

Men’s genitals have long been a popular subject for graffiti, especially in public toilets but, historically, women’s private parts have provided less inspiration.

AMV BBDO is redressing the balance with the Viva La Vulva Bathroom Takeover for Bodyform, sending artists out to London rest rooms to replace penis doodles with vulva art.

Traci Baxter, marketing manager for Bodyform, said: “It is our mission to break down the taboos that hold women back, so naturally we want to help women celebrate and own their bodies. Without a positive relationship with the most intimate part of our body, we can’t have a positive relationship with ourselves.”

AMV BBDO will be hoping that its original Viva La Vulva commercial will do well at Cannes this year, but in the meantime it’s good to see the agency continuing to have fun with female body parts.

MAA creative scale: 6

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.