Ease, Squeeze, Relax and Repeat in Femtech Brand Elvie Spot

Elvie, the innovative FemTech brand whose mission is to improve women's lives through smarter technology, has launched a global social media campaign encouraging women to take charge of their pelvic floor health by using its Elvie Trainer. 

The Elvie Trainer is a cutting-edge piece of technology helping women to correctly and consistently train their pelvic floor. Benefits of a strong pelvic floor include, better bladder control; stronger and longer lasting orgasms; and faster prenatal recovery. “There’s a lack of education and understanding around the pelvic floor, with 46% of women suffering from pelvic floor dysfunction not taking any action to resolve the issue.” - Tessa Cartledge, creative contractor at Elvie. 

The 60-second upbeat film has been produced by Untold Fable as a memorable guide on how to use the Elvie Trainer, as well as showcasing the emotional benefits the product can provide. It features a diverse cast of women as they put the pelvic floor trainer to the test in different scenarios, with the catchy recurring narration “it's as simple as ease, squeeze, relax, repeat”. 

Directed by Emily Anderson, the film combines a mixture of live action, 3D animations that show exactly where the trainer sits in the body and how it works, musicality, and authentic visuals of everyday life. The campaign aims to educate, empower and break the stigma often associated with women’s pelvic floor health.

It includes the hero film, several social media assets, and stills for marketing that will run across the US and UK. 

Untold Fable launched in 2021 with a mission to increase diversity in front of and behind the camera, at every stage of content production. Drawing on its global network of production talent, the content production company presented 40% BIPOC and over 70% females across cast, crew and the team on this project. 

“With a bold, high-energy approach, our campaign doesn’t linger on the negative connotations of incontinence but reframes it. We wanted to show women being empowered by using Elvie Trainer and showcase the benefits of using it - namely building confidence and ultimately strengthening the body. The idea of the (Wo)mantra, ‘Ease, Squeeze, Relax, Repeat’, describes the literal action of using Elvie Trainer and breaks it down into simple, easy steps. In a move unlike anybody else, we wanted to explicitly demonstrate what this looks like internally, to eliminate any barriers to use. Untold Fable helped us on this journey, sourcing incredible and diverse talent to bring our idea to life.” - Tessa Cartledge, creative contractor at Elvie. 

“Working with Elvie’s in-house creative team was brilliantly collaborative. Every one of us was equally and deeply invested in the work, because we were on a shared mission: to dismantle stigmas surrounding women’s health, and to craft an authentic story with diverse production talent. Together we meticulously curated a cast, crew and production team that were excited to contribute both their skills and their perspectives. Our director created stories with an authentic female gaze. Our 3D animator brought to life an anatomically correct pelvic floor. At every stage, it’s been proof of what good work should feel like. We are proud to have translated Elvie’s vision into a captivating and inclusive campaign that resonates with women worldwide.” - Becci Ride, head of production at Untold Fable. 

A second film featuring perspectives and past experiences of the crew was made by Untold Fable during the production of the campaign, serving as an eye opener to the marketing industry the issues of diversity behind the camera in production and advertising.