Watch the full ad here:

Ana's thoughts:

"Whenever I get asked about my favourite ad I end up gushing about one, or a mix, of the following: Honda Cog (or Grrr), Sony Balls, Skoda Cake. For me these noughties’ classics strike the perfect balance of art and commerce, with a sprinkle of wonder. They are also from a time when I was a wide-eyed outsider, eager to figure out their formula and apply it to the spec work which would hopefully get me into the magical world of advertising.

So for this exercise, of selecting one of the best TV ads of the past 70 years, I deliberately avoided my go-to list and forced myself to choose something from a different decade. From a time when I was not as easily dazzled, a tad more skeptical, and wasn’t falling for any good ad I came across because…competition.

Enter Libresse’s Viva la Vulva. I have to confess it wasn't love at first sight, but I did eventually bow to the infectious and unapologetic power of more than 50 singing and dancing vulvas, and a track that slowly puts you in a joyful trance.

Viva la Vulva was brave but not shocking, and that’s what made it so powerful. Portraying vulvas in such a low-key and playful way, through Kim Gehrig's considered direction, was a stroke of genius. It did a huge public health service by offering women of all generations updated and anatomically correct language to refer to their uh, vulvas, without sounding didactic or preachy.

In a time when brands are trying too hard to say everything while managing to get nothing much across, Viva la Vulva is still a refreshing example of how, like in those ads I love from the 00s, focusing on a single clear message and executing it in a way that resonates with humans, instead of algorithms, is a sure way of earning a place in culture, and people’s minds."