Have you seen the new Bodyform advert?

Did she really think nobody "got it"?

She's grown up in the past few years in a world where nobody talks about it. A world where women aren't allowed to wear pussy hats in claiming their biology and taking the mickey out of sexual abuse because it's upsetting to a small group of males to remind them that half the human race has female biology. Where owning female biology is a secret we're not supposed to mention or talk about, not something we share or a source of empowerment or a focus of class based lived experience. Because too upsetting and excluding to a small group of males. We're just about allowed to have dehumanising, very medicalised terms like 'uterus haver' or better still 'non prostate haver', to ensure no class based thinking that might rock the boat.

Fuck. That.

This thread is full of females feeling seen and heard for the first time in a long time, it's a very rare experience these days.

Loved it. I changed to bodyform a couple of years ago and they are so much better than always which has this over perfumed weird smell.

I think the sex is important too as I took it as she was on her period and there is still a lot of people who feel this is gross. That's their right but its good to challenge that thinking.

Also we should show that for some women periods are horrific and a bit of period pain can be like a migraine that people treat like a headache.

I'm 40 now and I wanted kids but it wasn't to be, I realised the other month of also meant my periods had been a waste of time and I got quite annoyed ! Ha

Not sure if anyone is watching it but in I may destroy you there is period sex scene which is really well done.

@MaryRaddy thanks for the music tip-off , was wondering this myself!

wow Mum, somebody actually gets it”
Did she really think nobody "got it"? . All those millions of women having periods every day?

I told my 15 year old DD to watch it and she said “ wow Mum, somebody actually gets it”
Obviously she’s too young to have experienced some of what’s in the video but she certainly identified with the unexpected bleeding and period pains and only dark clothes for 2 weeks a month

I'm a woman who has many scars on her tummy like the ones showed. I'm also doing ivf, next try is next month. My periods are average I'd say. I do have one naturally conceived dd. I love this advert as it covers the whole spectrum. I'd like to show it to my secondary aged students during PSHE. I will be buying some Bodyform products now!

‘I’m not crying/It’s just raining on my face‘

Phenomenal advert.

And who's ever been taken by surprise by dripping blood on the floor?

Me!

I felt such relief watching this ad, it felt like respite in the current storm of misogyny. Bodyform deserves all the profit they can make if you ask me.

I loved it, absolutely loved it. I seldom cry but it had me in floods.

It is a beautiful depiction of the realities of inhabiting a female body. That this should be so unusual is very sad. But in the face of the relentless misogyny we face today it was wonderful to see something so truthful about women's lives.

I've been active on Twitter, thanking all those involved and drawing attention to the film.

It’s bloody brilliant!!

I loved it, and am still snivelling a bit from watching it. Must be very dusty in here 😬

It spoke to me about my experiences, and I am usually massively cynical about all advertising, it makes me react like the attached pic.

But this, I liked. I don’t think it makes womanhood look shit, I think it makes it look powerful- a dark power sometimes, maybe. But most of all I think it looks real.

The ad industry press say it's going to be on tv, YouTube and social media

Wow that advert was great, I laughed & shed a tear!

Definitely a good plan @BraveGoldie, you know your daughter best, and the one way approach in schools doesn't recognise the difference in children (if that makes sense).

@Beebeet (and others), thank you for your thoughtful response. I am with you and agree - much better to be realistic about the challenges of being a woman and very important we talk about these things so we feel less lost, alone or stigmatized when we experience them.

Actually this thread is helping me to learn too (I just googled endometriosis and statistics on miscarriage and sterilization, which I haven't looked at for a long time). I am exceptionally lucky with this part of my womanhood. My period is regular and lasts two days, with virtually no discomfort, and isn't too heavy. My mood changes from a bit tense to a relaxed feel as soon as the blood starts flowing. I always welcome it as a sign of not being pregnant (even though I take precautions) and the one time I did want to be pregnant, all that went smoothly. I am actually very sad at the thought of it stopping through menopause. I have occasionally thought that I am probably on the lucky side, but now realize that it is something bigger than that - more of an unseen privilege not to have this part of my biology a constant burden or source of pain. I guess this is something like the equivalent of walking through wheat fields compared to many women, including the heart-wrenching accounts on this thread.

I am glad you are seeing your stories being represented, and absolutely agree there should be no sugar-coating around these experiences to make others more comfortable.

I still might show my dd something else first though!! But I will be sure to tell her that it may not all be roller skating!!

That's a beautiful add about sanpro. Never thought i'd say those words together.

The actual advert - I was thinking is there anything they can really criticise? I've only watched it once so may have missed bits but does the advert have 'woman' written anywhere? It's usually the word and language they object to. They can't really say 'men have wombs too' because it doesn't say anything about women in the ad so it wouldn't make sense. At first this disappointed me slightly that they couldn't be brave enough to say women in their ad, but then I though the advert is so obviously about women it doesn't matter and at least it can't detract from it. So maybe it was intentional to stop backlash. I'd like to think Bodyform knew exactly what they were doing.

They could object to the press release but I don't think that has been linked on Twitter.

I feel Bodyform have got it right. They talk about women and girls on their website, and they include a trans boy in their articles.

The balance in their messaging works for me - women & girls including trans men & boys menstruate. Not all of us do, though, because pregnancy, menopause etc. Works for me.

I haven't found a single criticism from a TRA/MRA point of view. Anyone point me to any?

And pleased to say I'm post all that fertility business, and my product of choice has for several years been Bodyform So Slim Liners - teeny 💞

I’m late to this thread, so I’ve only just watched this, and followed the twitter links - still no backlash!!

I liked it, lots.

I really liked all the cartoon women at the end, all different body types and shapes and swinging boobs

Brilliant advert though. Makes a change from the usual shit.

Brilliant work. Reminded me of watching "The Vagina Monologues" in Manchester donkeys years ago. Think I saw the one with Kerry Katona.

I'm sorry that some felt grief by watching it, I did also, but I'm still glad that SOMEONE is talking about it.

So glad to see that Lady69. It appears some companies are listening.

I loved it. Honest with the good and the bad. There needs to be more dialogue about the issues women face to build understanding. Often issues such as fertility problems, endometriosis, stillbirth/miscarriage etc can result in feelings of isolation and shock. “Why me?”, “What did I do?” Seeing other women, even characters in adverts, experiencing the same will make many women feel less alone.
Then, perhaps others will be more prepared, spot signs earlier because they will be more aware of various situations, be empowered to seek help.
I would rather my daughter see this than the tampon advert or one which will set her up for an unrealistic set of expectations, blue blood and white shorts included.

I can’t decide if I like it or not. It certainly is powerful and honest, and a vast improvement on blue liquid, white shorts and ‘people who menstruate’. But I’m not sure I want to be unexpectedly reminded of the devastation I felt when I discovered my first baby had no heartbeat during my 12 week scan by an advert designed to sell sanitary products (some of which are used by women miscarrying not menstruating.)

The night ones in the blue pack are unscented and have got me through many a fibroid induced mega heavy period.