The brief: To launch Kotex Dry Comfort as the new generation of sanitary napkin with advanced safety guard to assure dry surface and to guarantee comfort while wearing it.Insight: On their heaviest day, women find it irritating and especially tiring to keep changing their sanitary napkin to the point where they are on the verge of being distressed.The idea: Distress pushes you to want to do something extreme to get you out of the situation.The execution: This radio spot features a conversation between a mother and what seems like her 'daughter'. Distressed by the fact that 'she' has to keep changing her sanitary napkin 'she' decides to go through a sex change, to which the mother is strongly opposed.

After the mother gets carried away with telling the 'daughter' to not go through it, the mother realises something that will twist the twist. (Bambang is a boy's name). This kind of twist on a twist is widely liked locally in Indonesia.