The campaign is a fairly audacious viral advertising stunt orchestrated by The Richards Group ad agency for their client Summer’s Eve, a maker of various vaginal cleansing products. It’s part of a rebranding effort underway since 2010, when Summer’s Eve released a decidedly not vaginal magazine ad encouraging working women to cleanse their vaginas before asking for a raise. That ad won a 2010 Tracy Award, a yearly award given to the very worst ads from around the world.
Also, as the son of an Obstetrician/Gynecologist (Hi Dad!), it is my sacred duty to mention the American Congress of Obstetricians & Gynecologists recommends that women should avoid using vaginal cleansing products like douches or deodorant sprays.