So, why is this Kotex spot notable?
Because it's funny? Well, yes. Of course. This is the Mortarblog. But that's not the biggest reason. This spot is notable because it doesn't treat its audience like idiots. Forgetting for a moment how sad is it that Not Being Treated Like An Idiot is frickin' miraculous, let us say this: if your competitors are all doing one thing, consider doing the other. Especially if "the other" involves being honest with yourself, and with your audience. You'll know you're doing it right when you get this weird feeling of exhilaration. It comes from trusting your audience. It comes from having nothing to hide. It comes from being proud to make or sell or do whatever it is you make or sell or do. You'll be amazed at what you get in return. Well done, Kotex.