Women experience the symptoms. Men explain the symptoms. That’s the uncomfortable math behind women’s health, and Giant Spoon decided the best way to expose it was to set it to music.
The agency’s new campaign for Ritual launches Perimenopause Health, the brand’s first supplement for that life stage. The insight is blunt: according to the team, 70% of perimenopause supplements come from brands led by men. Starring Jackie Tohn (“Nobody Wants This”), the spot rolls out across linear, digital and CTV starting October 1.
Four-part harmony, zero listening
The star of the spot is The Women’s Health Men’s Choir. A quartet of men materializes behind Tohn in perfect harmony to explain her own body back to her, meeting real medical symptoms with breezy, baseless fixes.
They pop up behind the shower. They pop up when she’s trying to sleep. They pop up, naturally, at the doctor’s office.
Tohn’s patience thins with every verse until she silences them.
The choir isn’t the villain
Here’s where the idea gets smarter than a gag. The men aren’t the bad guys — the culture is. Decades of under-researched women’s health, answered by a chorus of confident male voices.
Making those voices visual, musical and absurd lets the campaign land a serious point without lecturing anyone. Women don’t need another round of men explaining their bodies. They need support from people who’ve walked in their shoes.
Casting someone who’s lived it
Tohn brings more than comedic timing. She has spoken publicly about testing positive for BRCA1 and choosing preventive surgery, and she brought that same candor to her own experience with perimenopause.
She was closely involved in developing the script and tone throughout. Behind the camera, the team was women-led as well: Giant Spoon Creative Director Lexi Rodriguez and Academy Films director Sophie Ray.
Fitting, for a campaign about who gets to tell the story.
Earlier than anyone tells you
The timing argument hits harder than most people expect. More than half of women aged 30 to 35 already experience moderate or severe perimenopause symptoms, yet the subject remains culturally taboo.
Ritual positions itself as the counterweight — designed by women, for women and grounded in science rather than opinion. In a category crowded with hot takes, myths and miracle cures, expertise starts to look radical.
A brand growing up with its customers
Founder Katerina Schneider started Ritual because she couldn’t find a prenatal she trusted while pregnant. A decade later, Perimenopause Health follows those same customers into their next chapter.
The formula is built around shatavari extract and DIM to support hormone balance, alongside evening primrose oil and vitamin B6. Ritual is also putting money behind the science, with a $5 million commitment to clinical studies on all of its finished products by 2030.
The choir can sing all it wants. The research is doing the talking.
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Ritual Perimenopause Support Starter Set
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