How feminism and commercialism combined to make ‘Camp Gyno’ a viral hit


“It’s like Santa. For your vagina!”

So goes the pitch for HelloFlo’s tampon subscription service, as said by a 12-year-old girl who styles herself the “camp gyno.” Over a roughly two-minute video, HelloFlo has neatly subverted the cliches of menstrual advertising — the gauzy cinematography, the euphemisms, the omnipresent blue syrup — and it’s paid off. Since its release on July 28th, the ad has racked up over 4 million views on YouTube, in part because of its snappy one-liners and clever premise. It’s also the latest in a line of commercials that spread because even as they try to sell you something, sharing them feels almost political.

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