“Always Ultra” stands for feminine hygiene. Once a brand is attributed with a gender, it is difficult to reposition it for the general market. This commercial aims at projecting a redefinition of the brand identity. In images of sport scenes and fan blocks, the film features the world of “Ultras”, radical football fans conveying notions of masculinity such as strength and vigour. Until the surprising ending with the wordplay “Einmal Ultra, Always Ultra” (Once Ultra, Always Ultra) it remains unclear that this commercial is not about football fans but about promoting a sanitary napkin for incontinent men.
[Red Dot: Junior Award]
Förderpreis der Deutschen Werbefilmakademie, Hamburg, Germany
Magali Herzog, Berlin, Germany
Iconoclast Germany GmbH
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