Wikileaks has irked government officials worldwide, garnered the support of internet hackers, and now, it has inspired an ad for a sanitary pad brand in Pakistan, harnessing the political notoriety of WikiLeaks to tell women that while the US State Department might leak, they don’t have to. Images of a new sanitary pad billboard have been flying around the Internet, with netizens smirking at its slogan: “WikiLeaks…..Butterfly Doesn’t.”
It’s the type of edgy, funny campaign you’d expect out of Madison Avenue, but the ad is actually the brainchild of a small Pakistani firm called RG Blue Communications, and it’s so far limited just to two billboards in Karachi.
A print campaign and a third billboard are on the way, RG Blue Communications, the ad agency behind the campaign, said. “Nobody has said it’s in bad taste yet,” said RG Blue’s head of business development, Amjad Hussain.
“It could have been yet another ad showing a girl promoting the sanitary pad, but we made it different, completely different,” art director Munir Bhatti said.
“We have received a huge response from the public and everyone has commended us on it,” said Syed Amjad Hussain, head of business development at RG Blue Communications, which pitched the advertisement to manufacturers Butterfly. Butterfly loved the campaign idea when it was pitched and wanted the ads rolled out as soon as possible.
The billboards went up earlier this week. Leaked American diplomatic cables turned the Internet whistleblower into a household name in Pakistan, fascinating and appalling members of the public over reported inner dealings of their political and military elite.
Most ads in Pakistan steer clear of the divisive world of politics but the Butterfly ad has achieved success that advertisers dream of…..massive free publicity that has also viral online.
Yeah, Wikileaks…Butterfly doesn’t. What an ingenious tagline!