Schitt’s Creek star, Annie Murphy, is welcoming US women inside her vagina. She wants them to know that, “In here, I make the rules.” One of Murphy’s rules is no hormones, and that’s where the product comes in. Murphy leads McCann Health new Jersey’s campaign for Phexxi, a hormone-free contraceptive gel from Evofem Biosciences.
So far, the campaign includes three films. There’s a sixty-second commercial – which is delightfully provocative and splashed with humour; a sixty-second endorsement campaign in which Murphy talks about her 10-year contraceptive journey – which is appealingly honest; and a 60-second behind-the-scenes film – which is just a whole lotta fun, no doubt to establish a magnetic personality for the brand through Murphy’s playfulness.
The campaign is run across the US on television.
“The idea at its heart is really about women being in control of their body, their life and their birth control,” stated Jillian Watkins and Melinda Milovic, vice president associate creative directors at McCann Health. “We believe to our core, that every woman should be able to decide what is best for her.”
“We are thrilled and honoured to partner with Annie Murphy because she is the perfect embodiment of the Phexxi woman: strong, bold, and confident,” added Saundra Pelletier, chief executive officer of Evofem Biosciences. “Her birth control journey unfortunately is not uncommon. We know that some women may experience side effects from synthetic hormones and we firmly believe that women should call the shots when it comes to their bodies, their decisions, their quality of life, and most certainly their birth control.”
