Essay 197

The November 2005 issue of Ebony marks the publication’s 60th anniversary, celebrating all the historic reporting and cultural progress.

However…

The special edition also features a print ad that demonstrates Black advertising agencies still have a long way to go.

The brand is Tampax. And the advertisement is offensive on so many levels.

The primary visual shows a young Black woman sitting in a church pew. The headline and copy are printed over her back. The ad reads:

Who would have thought wearing your Sunday’s best included a tampon?

But I look good. And I feel good. Especially since I don’t have to say an extra prayer every time the preacher says, “All rise.” Ooh who’s that? He’s cute. Well, from what I can see over Sister Jackson’s hat. I’ll be making my way over there to give him a nice, big welcome hug. Good thing I’m not one of the sick and shut-in today. Amen.

The tagline appears beside a group shot of product boxes — Relax. It’s Tampax.®

Damn.

Wonder what folks were smoking while this one went through the approval process. If an account planner uncovered insights linking Black women’s menstrual cycles and going to church, well, God help us all. The Copywriter and Art Director should have been sent back to rethink the project — after being reprimanded for wasting the Creative Director’s time. Can’t believe agency staffers and clients were able to sit through a presentation without snickering over its stupidity. What the hell did the legal department denizens think when the layout crossed their desks? And let’s not even get into the hackneyed design and photography.

It’s so messed up for Ebony to observe 60 years of moving forward with an advertisement that is downright backward.