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U by Kotex “U by Kotex” 2011

U by Kotex “U by Kotex” (2011) is an U by Kotex commercial for JWT. It won one award: ADC 2011 Bronze Cube — Advertising: Broadcast Media.

This ad challenges traditional period rules, encouraging women to embrace freedom and confidence with U by Kotex's superior protection.

Video: U by Kotex Caribbean on YouTube

Shot by shot

  1. A young woman with long brown hair, wearing a black and blue jacket with "75" on it, sits in front of a brick wall with colorful letters.© U by Kotex0:00
  2. A young woman with long brown hair, wearing a black and blue jacket, yellow skirt, and colorful heels, sits on a stool in front of a brick wall with colorful text.© U by Kotex0:02
  3. Four young women in karate gis, three white and one black, perform synchronized kicks and punches in a dojo with a circular window and stylized karate figures on the wall.© U by Kotex0:05
  4. A young woman with long brown hair, wearing a patterned top and yellow pants, walks away from the camera on a stylized street set, passing a blue car and two men.© U by Kotex0:09
  5. A woman in yellow pants and a patterned top walks on a sidewalk with a blue car and a red fire hydrant in the background, with text appearing on the ground.© U by Kotex0:11
  6. Three young women in stylish outfits are in a white room, one sitting on a couch, one leaning on it, and one standing next to a stool, as text appears above them.© U by Kotex0:13
  7. A U by Kotex maxi regular pad package transforms into a stylized pad, highlighting its dual cover and blue absorbent core against a dark, patterned background.© U by Kotex0:16
  8. Three young women in karate gis are in a dojo, two holding a black gi while the third kicks and punches, with graphic elements appearing around her.© U by Kotex0:25
  9. Three U by Kotex feminine hygiene product packages, in black with colorful accents, are displayed on a dark surface with a patterned background, as text appears above them.© U by Kotex0:27

Stills © U by Kotex. Made by JWT.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Break free from period rules with U by Kotex's dual cover and absorbent core.

Tagline: “Cámbiate a U by Kotex y comprueba la diferencia.”

breaking the rulesempowerment through productvisual metaphors for restrictionsproduct demonstration through animationcontrasting old vs new solutions

The cut

Length
30 s
Shots
9
Average shot
3.4 s
Format
mixed

What creatives use U by Kotex “U by Kotex” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of U by Kotex “U by Kotex”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young woman with long brown hair, wearing a black and blue jacket with "75" on it, sits in front of a brick wall with colorful letters.© U by KotexA young woman with long brown hair, wearing a black and blue jacket, yellow skirt, and colorful heels, sits on a stool in front of a brick wall with colorful text.© U by KotexFour young women in karate gis, three white and one black, perform synchronized kicks and punches in a dojo with a circular window and stylized karate figures on the wall.© U by KotexA young woman with long brown hair, wearing a patterned top and yellow pants, walks away from the camera on a stylized street set, passing a blue car and two men.© U by Kotex
    Frames from U by Kotex “U by Kotex”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of U by Kotex “U by Kotex” in order, with its length, framing and what happens in it.

    A young woman with long brown hair, wearing a black and blue jacket with "75" on it, sits in front of a brick wall with colorful letters.© U by KotexA young woman with long brown hair, wearing a black and blue jacket, yellow skirt, and colorful heels, sits on a stool in front of a brick wall with colorful text.© U by KotexFour young women in karate gis, three white and one black, perform synchronized kicks and punches in a dojo with a circular window and stylized karate figures on the wall.© U by KotexA young woman with long brown hair, wearing a patterned top and yellow pants, walks away from the camera on a stylized street set, passing a blue car and two men.© U by KotexA woman in yellow pants and a patterned top walks on a sidewalk with a blue car and a red fire hydrant in the background, with text appearing on the ground.© U by KotexA U by Kotex maxi regular pad package transforms into a stylized pad, highlighting its dual cover and blue absorbent core against a dark, patterned background.© U by Kotex
    Length: 30 s · Shots: 9 · Average shot: 3.4 s · Format: mixed

  3. 03Ad ideas: every spot built on a breaking the rules

    Before you present an idea, you need to know who has done it, and how.

    U by Kotex “U by Kotex” is built on a breaking the rules. Search the library by idea to see every spot that uses it.

    Qiddiya “Set Play Free”© QiddiyaJeep “Gates”© JeepNike “Guerrilla Tennis”© NikeDodge “How to Change Cars Forever”© Dodge
    Qiddiya · Jeep · Nike · Dodge

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  • Ford Ranger Open Cab (Ford Thailand) "King Kong" (2005) commercial still© Ford Ranger Open Cab (Ford Thailand)Ford Ranger Open Cab (Ford Thailand) “King Kong” 2005Dir. Thanonchai Sornsrivichai · JWTCannes Lions Gold 2005
  • Shell "Cold" (2018) commercial still© ShellShell “Cold” 2018Dir. Mark Jenkinson · JWTKinsale Sharks Silver 2018
  • Pennzoil "Pennzoil Exorcising the Demon" (2018) commercial still© PennzoilPennzoil “Pennzoil Exorcising the Demon” 2018Dir. Ozan Biron · JWTClio Awards Silver 2018
  • Canon "Gladiator Football" (2014) commercial still© CanonCanon “Gladiator Football” 2014Dir. Jonathan Glazer · JWTLondon International Awards Silver 2015

Award-winning beauty & personal care commercials

Questions

Which agency made U by Kotex “U by Kotex”?

JWT created it for U by Kotex (2011).

What awards did U by Kotex “U by Kotex” win?

1 awards, including ADC 2011 Bronze Cube — Advertising: Broadcast Media.

What is the tagline of U by Kotex “U by Kotex”?

“Cámbiate a U by Kotex y comprueba la diferencia.”

Sources for the credits and awards

web.archive.org