Back in the '90s, this commercial for Libra was a world first, breaking the biggest taboo in the fempro category. Back then, young girls could be forgiven for thinking that getting your period somehow involved leaking blue ink. We were told by the taste and decency police within the Federation of Commercial Television Stations (FACTS) not to even bother shooting the commercial, they would never allow it to be screened on Australian commercial television. But a brave client, and a tenacious suit, enabled us to win the day. It certainly looked like blood, but cunningly disguised in a film noir murder mystery storyline, shot by David Deneen, we were able to argue that the liquid on the floor was water from an upturned vase. It stymied the complaints board, and went on to be extraordinarily successful for the client. A fun shoot, and one of my favourites in nearly 20 years writing TVCs.
This advertising campaign from the late 90's demonstrates Sarah Hatherley's desire to move from advertising to long form. From the outset, her 30 second television commercials always focussed on storytelling. And over time she was able to convince clients to stump up the huge media budget to run 45, 60 even 90 second commercials. With Dulux she took it one step further, getting a series of 3 x 30 second TVCs approved to go on the journey many young homeowners take, from derelict building to much loved home. As writer and creative director, Hatherley chose Ray Lawrence to direct the commercials. And together they managed to expand the story to include a series of 4 additional 10 second 'interview" style vignettes to build on the story. The client found a little bit more media budget and they all ran to much acclaim.