Arrae Speaks Out Strong on Women's Health

The brand keeps it real in a trio of ads

Self-care involves all body parts, including those from the waist down. Arrae Tribiotic, a daily supplement for gut, immune and vaginal health, takes an unabashed, unfiltered approach in a trio of ads from Red Tettemer O’Connell and Partners. 

Directed by Alison Rich, ads tackle cancel culture, prepping for a hookup and turning your fire crotch into a “bomb-ass pu**y.” We have a feeling this was a fun shoot.

In “Appointment,” we see the many, many, many steps a woman takes to get ready for a date. Choosing the right underwear, chugging cranberry juice, applying a face mask, vaginal steaming … Arrae simplifies that routine.

“We laughed, we blushed (hardly), we screamed. Shooting ‘Appointment’ was a highlight, the vaginal steaming takes had the whole place rolling,” says Carla Red, managing parter at RTO+P. “We swapped endless scenarios about the lengths we’ve gone to get ready for a night out. We landed on our faves and our director Alison took it all to the next level.”

Arrae co-founder Siff Haider stars in the remaining two ads, and she DGAF about smack talk and getting cancelled:

In fact, users who cancel their probiotic subscriptions will be rewarded with a free bottle of Arrae. The campaign launches nationally online across Peacock, Paramount+, Roku and Hulu. It will also run on paid social across TikTok, Instagram, and owned channels.

This welcome take reminds us of this poop talk epic from earlier this year.

CREDITS

AGENCY Red Tettemer O’Connell + Partners
Co-Chief Creative Officers: Steve Red, Steve O’Connell
Managing Partner: Carla Mote Red
Associate Creative Director: Rachael Timmerman
Copywriter: Camille Seidel
Designers: Katie Gelfand
Account Management: Christina Castaldo
Brand Strategy: Angus McCoubrey, Kendra Levitt
Editor: Chip Schofield 

CLIENT Arrae
Siffat Haider CO-FOUNDER & CEO
Nishant Samantray CO-FOUNDER & CEO
Alexa Wyatt Director of Marketing 
Nick Maki  HEAD OF EVENTS & ACTIVATIONS
Tatiana Fogt DIGITAL DESIGN DIRECTOR

PRODUCTION
Imposter (Production Company)
Allison Rich (Director)
Madeline Kate Kaan (DP)
Mercedes Allen Sierra (EVP)
Jeff Kopchia Producer)

POST PRODUCTION: RTO+P

MEDIA: Direct Avenue