Creativity

Bodyform: The Truth

We're sorry, boys.

Published on Oct 16, 2012

Editor's Pick

After all that feminine hygiene product companies have done over the years to convince women that their periods were actually a beautiful, amazing, happy time, perfectly suited for skydiving and pillowfights, can you really blame the men who envy us for them?

Last week, Richard Neill, who at first was frustrated by the fact that he'd never get to enjoy those happy times (because he's a man) and then realized that the whole thing was a bunch of hooey, left a hilarious Facebook comment on the page of feminine products company, Bodyform. It read, in part:

"As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things. Then I got a girlfriend... you lied!! There was no joy... no blue water spilling over wings and no rocking soundtrack oh no no no."

So Bodyform "CEO" Caroline Williams decided to set the record set, with this brilliant little film that addresses all the men out there and apologizes for the years of lies that have led to so many dashed dreams. It was forced to do so, she says, because it found that men couldn't handle the truth. But now, because of Neill, they're forced to expose men to a reality they hoped they'd never have to face. Clever pithy lines and lots of easter eggs -- including the jelly and blue water -- abound.

Previously in clever feminine product advertising: Tampax tells you to dance with joy, for you have your period, in a tongue-in-cheek little spot that pokes fun at traditional advertising, while Kotex in Israel sends inspiring women personalized "gifts" based on their Pinterest profiles.

Kotex also had an "Apology" video that asked women how they feel about their period -- they feel like twirling on the beach, of course, and wear lots of white spandex. Blue liquid of course, has a pride of place.

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About

Credits

Date
Oct 16, 2012
Client:
Bodyform

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