Page 16 | Have you seen the new Bodyform advert?

Fairenuff · 2020-07-03T10:20:21+00:00

Just that really. Sorry if there's already a thread. [[https://www.msn.com/en-gb/news/offbeat/bodyform-s-new-advert-breaks-period-advertising-taboos/vi-BB16hTmF?ocid=msedgdhp]]

onedaysoonish · 03/07/2020 12:45

I cried! I didn't even have the sound on and I cried!

SarahTancredi · 03/07/2020 12:42

Have just emailed to thank bodyform.

TinyTear · 03/07/2020 12:42

I cried at the miscarriage scene, but she seemed too far gone for a dildocam... Then again mine were early ones...

Great advert.

OvaHere · 03/07/2020 12:42

@JellySlice

Unfortunately even the Bodyform press release slips into women-erasing language in places.

Despite endometriosiss* being a condition that impacts 1 in 10 women worldwide4, we found that only a quarter of people know anything about it. Of people that suffer with it, 53% feel embarrassed to discuss the pain, 53% feel their pain complaints aren’t listened to and 52% try to keep what they’re going through a secret as much as possible.

The first 'people' in this quote is reasonable, because "only a quarter of people know anything about it" could refer to both men and women.

But "Of people that suffer with it" - only WOMEN have endometriosis. Only WOMEN suffer with it.

I did a bit of a language comparison on the press release.

Overall it's female language centric. It strays into using 'people' in places and some contexts it's more correct such as when talking about couples infertility.

Like you I noticed the endometriosis paragraph stood out as incongruous but looking at the sources listed I suspect the wording was lifted from the group endometriosis- uk.org who themselves have probably been inclusively re-educated.

noblegiraffe · 03/07/2020 12:41

That's what I looked like after my many laparoscopic surgeries for endometriosis

Thanks, Honey, that looked awful, I had no idea.

MsMarvellous · 03/07/2020 12:41

I thought that was amazing.

Chrestomanci3 · 03/07/2020 12:39

Another one here who opened the thread in trepidation as I've used Bodyform for years. Haven't seen the ad yet but it sounds positive.

HoneysuckIejasmine · 03/07/2020 12:39

@Randomfires

I thought that was awful.....it was like ‘women’s issues by numbers’.

I don’t find my womb or having periods traumatic. This seems to implicate everyone does

In which case I'm sure you've enjoyed the many years of happy white trousered women enjoying life. Well done you.

I'll be with the lady in the advert rolling around in agony every 3 weeks, ta. Nice to finally have it acknowledged.

twoHopes · 03/07/2020 12:37

TRAs often ask "why do you want women to be defined by our biology?" and this advert is a perfect response to that question. It's not a matter of want - as women we are defined by our biology. You could make that exact same advert (with the first period, the sneeze, the relief/grief at realising you're not pregnant, the hot flushes) about black women in a South African township. The experiences are the same. This is what connects us, as women.

Original poster

Fairenuff · 03/07/2020 12:37

I don’t find my womb or having periods traumatic. This seems to implicate everyone does'

I disagree. I think it acknowledges those that do suffer trauma. And it doesn't shy away from it. It's brutal.

OP posts:

HoneysuckIejasmine · 03/07/2020 12:35

@noblegiraffe

What was the bit where a woman is pulling a plaster off with cuts on her stomach?

That's what I looked like after my many laparoscopic surgeries for endometriosis

JellySlice · 03/07/2020 12:34

Unfortunately even the Bodyform press release slips into women-erasing language in places.

Despite endometriosiss* being a condition that impacts 1 in 10 women worldwide4, we found that only a quarter of people know anything about it. Of people that suffer with it, 53% feel embarrassed to discuss the pain, 53% feel their pain complaints aren’t listened to and 52% try to keep what they’re going through a secret as much as possible.

The first 'people' in this quote is reasonable, because "only a quarter of people know anything about it" could refer to both men and women.

But "Of people that suffer with it" - only WOMEN have endometriosis. Only WOMEN suffer with it.

Allinadaystwerk · 03/07/2020 12:32

It's great!

DannyGlickWindowTapping · 03/07/2020 12:30

That's a fantastic ad. And the press release, which only uses woman/women and no "50 shades of gender" word salad. I may also have had a tear in my eye, courtesy of raging peri-menopause hormones.

Randomfires · 03/07/2020 12:28

I thought that was awful.....it was like ‘women’s issues by numbers’.

I don’t find my womb or having periods traumatic. This seems to implicate everyone does

MotherofKitties · 03/07/2020 12:28

This made me cry (disclaimer I am pregnant so may be overly emotional!).

It's refreshing to see the pain of periods being represented in the media as it's usually not addressed. Kudos to Bodyform. Well done.

TheProdigalKittensReturn · 03/07/2020 12:28

The best thing for me was that in the press release for it they used the words female and women. Funnily enough though The Metro who was reporting on it said ‘people.’

Is it possible to pat a newspaper on the head? Because that's what I often find myself wanting to do to The Metro and the kids who run it. Yes, dear/s, you are truly changing the world one clumsily "woke" article at a time.

The ad is great. So tired of all the frolicking in white clothing bollocks. The only reason I've ever wanted to frolick while menstruating was because I was worried I might be pregnant and didn't want to be, and was therefore delighted to realize that I wasn't.

PermanentCobOn · 03/07/2020 12:27

Great ad.

I'm surprised the TRA's have not tried to have it dragged down yet.

OldeMagick · 03/07/2020 12:26

I've contacted them to thank and congratulate them on a job well done.

The more of us that do that, the better, so get writing!

Marmite27 · 03/07/2020 12:26

Brilliant. And I’m so pleased it’s the brand I use and I don’t have to swap.

What a way they’ve come from ‘whoah bodyform, bodyformed for you’

Mycatismadeofstringcheese · 03/07/2020 12:25

I’ve watched it twice now. There’s so much detail in it that I didn’t spit the first time.
I’d love to have been on that creative design team. That would have been so fun.

Datun · 03/07/2020 12:24

That's a powerful ad.

I hope they made it in full knowledge of the current female erasing climate. And that they will not send out any mealy mouthed statement about 'not all women'.

SilverOtter · 03/07/2020 12:23

What not why! Bloody sausage fingers!!🤦🏻‍♀️

SilverOtter · 03/07/2020 12:23

Fantastic!👏👏👏

I particularly identified with the dinosaur tearing at the inside with its teeth - definitely why it feels like to me every month!

Sadly I'm sure there'll be some sort of backlash from the TRAs.

kenandbarbie · 03/07/2020 12:19

@seadreaming2020

oops sorry I missed that bit!

Haha I've watched it three times so far! That's how I noticed