Elvie “Smart Bodies” / feat. Eva Lazarus (2022) :60 (UK)

Leading femtech brand Elvie today launches a new global brand campaign in honor of International Women’s Day. The “Smart Bodies” advert highlights the complex power of women's bodies and showcases Elvie’s tech. 
Eva Lazarus, a breastfeeding mother and quick rapping artist spits an odé to our physical power: "high tech anatomy, not for taming" while showing off the smart tech "I got the milk, I make it happen, silent pump and make it fashion!"

The aesthetic of the ad is bright fun, while showing off and demonstrating Evie's sleek products in such an appealing way that I'm actually quite envious! They didn't make breast pumps that cool back in my day! A silent, wearable breast pump, why it's enough to make a woman want to multiply again.

“Elvie continues to hear from women that they want respect and recognition for their bodies no matter their size, shape or stage of life – and don’t want to be held to societal standards,” said Aoife Nally, Chief Marketing Officer of Elvie. “As we celebrate International Women’s Day, it’s time we bust long-standing taboos and create tech that women deserve. Our goal is to empower and enable women to achieve everything their bodies are capable of.”

Eva Lazarus is a fan of both the product and the messaging:  “I wanted to get involved with Elvie on this new project because of the fears I had prior to becoming a mother. Normalizing all of the associated experiences of womanhood/motherhood are so important and as a new mum I found it liberating to celebrate how inspiring it is that our bodies are undeniably smart and strong. I would love women to take that away from this campaign and feel emboldened. We are magnificent!”

Ad agency: Mother London