The idea was inspired by the work of 1930s film director Busby Berkeley, who is best known for synchronized dance routines on stage and in water. World-renowned fashion photographer Matthew Rolston was brought in to add beautiful staging and choreography. Identically clad swimmers were chanting a catchy song “Monday, Tuesday, Wednesday…” This Nuvaring TV spot and supporting 360 campaign was a departure in the category and went on to win several brand recognition and other awards, including a Clio. The commercial became so popular that a spot about the spot was created which spun off a skit on SNL.

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