Bodycare brand Billie is mocking society’s double standards for women with a satirical board game campaign, ‘No Worries If Not’.
The film advertising the board game features a mock 80s-style teleshopping advert, where a female presenter introduces the board game along with rhetorical questions, ‘Are you a chronic apologiser?’ and ‘Have you been called a people pleaser?’
Highlighting how the expectations are ever-changing, yet consistently unattainable for women, the spoof commercial proceeds to ask, ‘‘Want to be a mom? Ew, compliance! Don’t want to be a mom? Ew, selfish!”
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Billie, which aims to revolutionise the grooming industry, tapped into personal real-life examples of challenges women undergo in the hope to appeal to the brand’s core audience of Gen Z and young millennials.
The infomercial comes after the American consumer goods conglomerate, Procter & Gamble, announced plans to acquire Billie, in a hope to add to its existing female grooming portfolio, which includes brands such as Venus, Braun and Joy.
However, the start-up was eventually bought by Edgewell, which also owns Wilkinson Sword.
