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Feminism: Sex and gender discussions

Have you seen the new Bodyform advert?

468 replies

Fairenuff · 03/07/2020 11:20

Just that really. Sorry if there's already a thread.

www.msn.com/en-gb/news/offbeat/bodyform-s-new-advert-breaks-period-advertising-taboos/vi-BB16hTmF?ocid=msedgdhp

OP posts:
SirSamuelVimesBlackboardMonito · 03/07/2020 12:19

I have emailed the metro journo to ask about her word choices. Will update if I get a response.

Haven't ever used bodyform, I use a cup now, but I will buy from them for my DD. Always will never get s penny of my money.

Bluebooby · 03/07/2020 12:18

Wow can't remember ever seeing an advert that I can relate to like this before. The woman lying on the bathroom is like me once a month.

beachdreaming2020 · 03/07/2020 12:18

oops sorry I missed that bit!

Dicotyledon · 03/07/2020 12:18

Wow. I’ll never forget when my period started during a PE lesson. Its the worst.

merrymouse · 03/07/2020 12:18

I liked that they included so much, the pain of miscarriage, menopause, first period.

I'd usually be a bit 'hmm' about 'womb stories', but in this context they are focusing on a particular part of the anatomy, and they didn't try to pretend that there is no connection between having a period and menopause, or that the experience of female infertility/miscarriage is somehow distinct from the rest of your reproductive system.

Shedbuilder · 03/07/2020 12:17

beach dreaming, pretty sure there was at least one man in there. Black guy. Having sex with his partner. Or was I so astonished at seeing something so woman-centric that I made that up?

Fairenuff · 03/07/2020 12:16

Bodyform have been listening to women.

Looks like someone has been watching and learning and produced a product for women that understands women and that women have said they wanted.

Focus on the women's issue. Name it. Embrace it. Deal with it!

They should win a bloody award.

(Pun intended)

OP posts:
kenandbarbie · 03/07/2020 12:16

@beachdreaming2020

That was just wonderful. Did anyone notice the advert featured not a single male.

I'll be supporting Bodyform from now on, as they know that their target audience is female.

Wasn't the woman who didn't want children in bed with a man?
IToldYouIWasFreaky · 03/07/2020 12:15

Did anyone notice the advert featured not a single male.

What about the couple having sex? I think he was the only one though

jessstan2 · 03/07/2020 12:15

Shedbuilder: "A sanpro advert that isn't all about running through fields of corn or skateboarding in white shorts."

Or saying 'get it up there' or words to that effect :-).

"And lesbians and lesbians trying for a baby."

I didn't notice that bit! I often don't see the obvious.

I liked the little doll-woman watering the garden 'up there'.

IToldYouIWasFreaky · 03/07/2020 12:14

My heart sank when I saw this thread title as I thought it was going to be another "people who menstruate" woman-erasing ad. But this is wonderful! Well done Bodyform!

NotEvenTheKing · 03/07/2020 12:14

Wow. That's was a great advert. They are brave to put this out in our current climate. Well done bodyform.

beachdreaming2020 · 03/07/2020 12:12

That was just wonderful.
Did anyone notice the advert featured not a single male.

I'll be supporting Bodyform from now on, as they know that their target audience is female.

Shedbuilder · 03/07/2020 12:12

Presumably after some kind of investigation or procedure .

KaronAVyrus · 03/07/2020 12:12

@Fairenuff

The little girl in sportsl. Her face. Just standing there in a 'oh fuck, now what' moment.
So good to see that on screen. The amount of days I’ve had ruined because my period decided to play silly buggers.
noblegiraffe · 03/07/2020 12:11

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

Fairenuff · 03/07/2020 12:10

The little girl in sportsl. Her face. Just standing there in a 'oh fuck, now what' moment.

OP posts:
Mycatismadeofstringcheese · 03/07/2020 12:09

Omg. It’s wonderful. And I say that as someone who has experienced the scene where the doctor’s expression drops while you’re having a scan. I cried when the light went out. That was exactly it.

After all the shit that women are having thrown at them for even claiming the word woman, it is glorious to see something that recognised and expresses our lived experiences.
Thank you Bodyform.

Frenchfancy · 03/07/2020 12:06

Wow. Brilliant.

Shedbuilder · 03/07/2020 12:06

The Metro has managed to produce a whole article that's entirely about women and women's bodily experience without mentioning the words 'woman' or 'women' once.

Most ads for menstrual products feature someone wearing white trousers

That someone'll be a woman because only women have periods.

Bodyform recently shifted that paradigm with an advert called Viva la Vulva, which celebrated the differences in our genitals in all their glory.

No it didn't, it celebrated female genitals, because it's women who have periods.

And on and on. You can email the journalist who wrote it at

[email protected]

I've already sent her an email asking her why she did that and why she thinks erasing women is a good thing.

overweightcat · 03/07/2020 12:06

Wow I might've cried...

McDuffy · 03/07/2020 12:04

Oh phew... I switched to them from Always and was hoping I wasn't going to have to switch again Grin

FetchezLaVache · 03/07/2020 12:04

I laughed and cried too. I am seriously considering buying a pack even though I'm devoted to my Mooncup!

BatPatsCousin · 03/07/2020 12:03

Powerful stuff.

Wombstories. Love it.

Dhalandchips · 03/07/2020 12:03

Blubbed like a baby! Brilliant!