The "House Rules" campaign highlights the contraceptive journey of Emmy-award-winning actress Annie Murphy, selected because of her broad appeal across different age groups and her funny, bold, and disruptive style.

Murphy was the perfect Phexxi advocate because she was tired of dealing with the side effects of birth control hormones or using contraceptives when she didn’t need them.

To break through the clutter with a campaign that has stopping power and differentiates inside and outside the birth control category, there was only one place that would do for the setting of our campaign.

The inside of a vagina, of course. After all, this is the most personal spot for a woman, and coincidentally, the place where Phexxi works.

This multi-faceted campaign features a national 60-second commercial in which Murphy is lounging in a luxe pink-curtained, pink-upholstered room. “Welcome to my vagina,” she proclaims as she invites women to make their own rules and reminds them that they don’t have to settle, especially when it comes to their birth control.

The “House Rules” campaign creates a world that is smart, witty, and whimsical, and delivers an empowering message that women are sure to remember: when it comes to vaginas, women rule.