Hail to the "V": How Offensive is Too Offensive? {Update}



I recently wrote a post about the controversial video ads in Summer’s Eve’s “Hail to the V” campaign.  The ads use a hand in the shape of a vagina to warn women to clean their genitals…or as Summer’s Eve puts it, their “vertical smile”.  The campaign also includes a purple logo morphed to look like a vagina and an interactive “learning” quiz that asks women to indentify their “lady parts”.


I find the whole thing disgusting. A very insensitive portrayal of women (and their vaginas) was the looming result of this campaign. The lowest of lows is the fact that they are pushing young girls and women to pride themselves on what they can provide to men! This isn’t the 1930s, it’s 2011!  Summer’s Eve and the ad agency behind the ads actually sees them as “empowering women”!  Yes, Summer’s Eve, you’re right…these ads are “empowering women”…in the same way that ads about Taco Bell tacos empower Latinos.  *SARCASM*  They changed their slogan to “Think outside the bun”…seems a lot better than “Make a run for the border” in my opinion.  Let’s leave race and gender bashing out of advertising.  How about just marketing quality products in a way that makes sense and isn’t demeaning…?  Please, hire some women to oversee these ads.  I mean, the ad agency isn’t involving enough women (or people of color) and neither is the research firm that “tested” and approved these ads. In 2011, with women still fighting for respect and to be seen as intellectual equals, this type of advertising is appalling!


But, even more frightening is the fact that these ads were debuted in the previews of the new Harry Potter film, geared toward tweens and teens. Wow…as if our girls weren’t pressured enough to think about sex or please their male counterparts, now Summer’s Eve is telling them straight up that men are battling for the “V”, not them…the “V”…because apparently, that’s all a woman has to offer. Wow. Really, do girls need to hear this?  They are pressured often and hard to base their worth on the sexual acts that they will perform or how they look, let’s give them something else to strive for, please!  Summer’s Eve, if you want to reach women, the best way is TO HIRE THEM and VALUE THEIR OPINIONS on topics like this!


The News?

The latest news is a slight relief, but also still lurking in the tragic category.  Summer’s Eve has decided to pull their talking vagina ads in response to the criticism.  Huffinton Post and a slew of others have jumped to the cause…criticizing of these offensive “V” ads!  Change.org launched a recent petition asking them to remove their battle scene ad and Forbe’s Magazines’s Ann Doyle wrote an intriguing piece (great article, read it!) on it’s affront to feminism and included the opinions of outraged men and women who were offended by the ads.  So the talking vagina ads have been removed, but what about the, just as offensive, Battle for the “V” ads?  Will those be trashed as well?  The scariest part is that Summer’s Eve, their ad agency (The Richard’s Group) and it’s research firm that approved the ads, won’t cop to any guilt!  In a recent article on AdWeek, The Richard’s Group‘s PR rep, Stacy Barnett had this to say…

“Stereotyping or being offensive was not our intention in any way, shape, or form” … “The decision to take the videos down is about acknowledging that there’s backlash here. We want to move beyond that and focus on the greater mission.”

“We do not think they are stereotypical, nor did we obviously intend that. However, it’s a subjective point of view” …”There seems to be an important perception out there that they may be, and we would never want to perpetuate that.” – Stacy Barnett, PR at The Richard’s Group



According to Barnett, the company claims no wrong doing and believes that any opinions that their ads are stereotypical are simply “subjective“…meaning what?  Opinions from women of color aren’t important enough to warrant a concern?  Let me say this, if anyone should get to judge what a stereotype looks and feels like, it should be people of color, not white male executives with no idea of what it feels like to have assumptions about your “ethnicity” paraded through an ad such as this.  One more example of how white privilege can wash away the views of POC and make their concerns seem petty.


I, for one, am happy that some of these ads have been removed, but there really needs to be an apology here and the company needs to see this as a learning opportunity, not just feminists and POC complaining about things that don’t matter to them.


Just for a taste of what women are saying about these ads, check out a few of the comments that I pulled from the “Hail to the V” Facebook page



For more commentary from those who took offense to these sexist/racist and flat-out disgusting ads, see the Forbe’s article that I mentioned above.  There are a whole ton of amazing women and a few men, speaking their mind on the topic.




Facebook Comments


  • cinova
    July 27, 2011 at 8:39 pm

    Hey Chantilly, I just discovered your blog through the 'Fail to the V' campaign and I think I will enjoy having a look around it. You are writing about important issues. You may also be interested in checking out my blog.

    • Chantilly Patiño
      July 28, 2011 at 2:36 am

      Haha…”Fail to the V” is so fitting.  Glad we found each other.  I’ll definitely come check you out and thanks for all the support on this topic…not an easy one to address…

  • BiculturalMama
    July 27, 2011 at 9:46 pm

    Totally agree with you, thanks for covering this and for the upodate.

    • Chantilly Pati&ntild
      July 27, 2011 at 9:57 pm

      Thank you.  I appreciate the support on topics like these.  I don't see the issue being "sensitivity" of women and POC, but instead it's insensitivity on the part of these companies…

  • Susan Treptow
    July 28, 2011 at 4:16 am

    Well that’s the last damn thing my nine year old daughter needs to hear about while waiting to watch Harry Potter. I am pretty sure I don’t need to hear about it either. Really how could they think that it was a good idea to tell women how to wash their Vagina’s and use a big Purple logo shaped like a Vagina in an ad? Then to expect women not to get upset? The whole idea is repulsive!!! Sex is pushed to much in the media already I don’t want to hear about this on tv commercials for feminine wash too. I’m glad they did something about the ad, but the best thing would have been not to show it in the first place. Thank Goodness I have DVR and can fast forward through commercials!!!!

    • Chantilly Pati&ntild
      July 27, 2011 at 11:29 pm

      Susan, exactly…what the heck is this ad doing in a preview for a teen/tween movie!?  Seriously…so this is there new target audience???  I am not going to stand by while people trying marketing the importance of driving men "wild" with your "V"s!  Really appalling all around!  On top of that, the racial stereotypes and mocking of the female vagina are beyond offensive!!!  this is an affront to ALL women and we should all take a stand against it and speak out against this kind of trash.  Thanks for the comment hermana!  ;)

      • Chantilly Pati&ntild
        July 27, 2011 at 11:29 pm

        P.S. I am beyond upset to know that girls like my Jade are the target audience…beyond!!

      • GreengaGirl
        July 28, 2011 at 10:06 am

        While this doesn't make it right, I think they are targeting young girls because their market is dissapearing.  I don't know a single woman of my generation who uses products like this.  Douches, etc are products of an older generation, where as I feel that education and certain levels of empowerment help those of my generation see that these things are harmful in their chemicals and insulting to our personhood.  I'm not claiming no woman my age uses such things, but none that I know do.  From what I know of women's studies and the older generations of women in my family, these are things that pretty much every woman used to use.  It shocked some of them when I explained that their infections, etc were probably caused by their products, not prevented. 

        • Chantilly Patiño
          July 31, 2011 at 7:42 am

          I think you’re right and that’s frightening!  Summer’s Eve is in need of a lot of changes, but reaching out to tweens is about as low as they could go, especially since their ads focus primarily on use before sex.  Totally inappropriate!  They should be doing what they can to help girls finish college, not encourage them to feel sex is acceptable at such a young age.  How will they ever become empowered if they’re sexually active at such a young age?  Our girls need to be encouraged to keep their innocence…they deserve it.  <3

  • Jen Marshall Duncan
    July 28, 2011 at 9:23 am

    Great post! I am glad so many women are protesting. I especially like Kendra's FB comment in your screenshot… The product is bad to begin with. Then when the execs throw in all of those racial stereotypes in their advertising it is just disgusting. 

    • Chantilly Pati&ntild
      July 31, 2011 at 2:45 am

      Thank you Jen!  I'm so glad too, that so many women are taking a stand.  I wish everyone could understand the importance and realize how harmful commercials like this can be, especially for young girls, like the ones in the theaters to see Harry Potter.  And you're so right, this crap is so unnecessary…

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