|by Syd Briscoe|
This super stylish film for contraceptive brand Julie smashes stigmas around using the morning after pill. It's especially impressive for being a piece of work from the US, considering the extremely fraught atmosphere that Christian fundamentalist theocracy has created around all things to do with - whisper it - sex.
Different types of women are shown carrying out stylised versions of their morning routines - rote and relatable while glossily poised like they're fresh on the set of a photo shoot. Looking after their existing child, in bed with a partner, or commiserating with a friend about the wild night before, it establishes that there's no single scenario in which emergency contraception is necessary.
An equally heightened reality exists inside a local grocery store, in which a dolled-up cashier explains what Julie is and carries out transactions with a glamorous air. This is great looking work which creates a casual vibe around the whole subject of contraception, assuring viewers that there's no judgement to be found if they find themselves purchasing the advertised product in a pinch.
Product Category: Condoms and Other Contraceptives