It’s 2017 and period commercials may finally be getting ‘real’ about the female monthly cycle. In a revolutionary move, UK-based fem-care brand Bodyform has gotten rid of one of the most overused euphemisms of the advertising agency – the charming blue liquid that’s poured over sanitary pads.
The latest advert by the company features blood on a sanitary towel for the first time ever. The 20-second ad begins with blood being poured onto a sanitary napkin and then cuts to some familiar scenes associated with periods: a man on a late-night run to buy pad; a woman relaxing on a pool float; and blood dripping down a woman's thigh while she showers. The advert concludes with a pointed assertion: "Periods are normal. Showing them should be too."
The company has been winning plaudits on Twitter on Facebook for its rebellious ad campaign ever since it was released online. Last year, Bodyform had come up with an ad that focused on a woman’s ability to push past her physical limits.