Have you seen the new Bodyform advert?

[Fairenuff]

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

It's amazing to see a company doing something positive for women. Is shall definitely switch from always!

That was a brilliant advert and I will definitely be buying my daughters period products from them. I wonder are they starting to realise that they will get more support by continuing to recognise biology rather than pandering to the aggressive woke brigade. I can relate to the pain of endometriosis, the menopause, being caught out by my period, including blood drops on the floor, just too many to mention.

@Shortfeet hormones and their fluctuations directly regulate every single process of the body. It has a huge impact on every aspect of one’s body and personhood including the mind, emotions and ultimately, one’s actual physical lived experience as a human being.

This isn’t just about emotions, it’s much more than that.

No, I don’t like it either, I’m afraid, and I think it could be scary for young girls who are about to go through puberty. I don’t want my daughter to think she’ll be writhing about on the floor in agony -I know she might (in which case she’ll have my full support and I’ll try to help her cope) but it’s not a universal experience by any means, neither is dripping blood on the floor, having an enormous transvaginal ultrasound rod inserted, etc). I’m all for more realistic adverts for period products, but this one is trying to do too much and is including gynaecological and obstetric matters that aren’t related to sanitary towels at all.

I wasn't expecting that when I clicked on it. So much my life of living with endometriosis, the agonising pain, the operations, and now the different trials of menopause. But the scan had me had crying like I haven't cried in years for my missed miscarriage in my first pregnancy after never expecting to be able to get pregnant. Very powerful.

Fantastic ad! All about us women and girls! Which is what it should be.

Brilliant!

That's amazing. I've never seen sanpro that even admits what it's for, much less is honest about women's reproductive cycles like that.

I really need to see this now. It's starting to sound more like a Year 7 public information film than an ad aimed at selling sanitary protection
Most users are already perfectly well aware of why they need it!!

Having, in a previous life, worked in creative agencies for a decent while I assure you there is no desire for Bodyform to ‘tell it like it is’ or ‘tell women’s stories’. Their only desire - and their brief to the creative agency - will be to increase sales. They have determined that this is a manner to do it - and it seems it’s worked. The idea of ‘having a brand cause’ js massive in marketing at the moment

The question I would ask is - what are they actually DOING to support women - apart from making a multi million pound emotional advert that drives sales?

Oh my goodness, that is beautiful. Thank you bodyform. It made me want to cry. ♥️ I love it.

Brilliant gave me a few tears

I wish I'd known what endometriosis was. I wish I'd be warned beyond "some people have mild discomfort" and feeling like I was just weak and pathetic to struggle so much. My cramps are about as painful at contractions at the almost but not quite fully dilated stage. And they go on for days.

When my daughter is old enough I will warn her properly. I will make sure painkillers are fully available and I will fight tooth and nail for a proper diagnosis if I suspect it's beyond the ordinary. I don't want to scare her, but I want her to know she needs to be honest about how it feels so I can fight her corner.

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

@HoneysuckIejasmine why do you feel better than a hygiene company has ‘acknowledged’ this in a cynical bid to sell more product? Serious question

Body form definitely know what a woman is, don't they.

They know who their market is.

Their only desire - and their brief to the creative agency - will be to increase sales.

Absolutely.

However, apart from ensuring equality in their own company I don't expect them to do anything.

That doesn't make me less happy that they have made an ad that recognises that periods and menopauses aren't discrete phenomena that happen to random people.

'Their only desire - and their brief to the creative agency - will be to increase sales.'

Well yes of course. Which is why we were all so surprised that The Body Shop didn't seem to know this.

But happily this advert has shown that 'telling it like it is' without wokey waffle is a win with women.

Ker-ching

@JellySlice

Body form definitely know what a woman is, don't they.

They know who their market is.

Yes, on reflection all this Hallelujahing because women's products are aimed at women is a bit surreal, really. Understandable, sadly, in the current climate, but still... And an advert telling us why we need this stuff is just doing what adverts do, selling it to us. You probably won't be seeing this ad at the Sundance Festival this year, because it's only purpose is to sell the product. Looks like it's worked, though...

@Randomfires

Having, in a previous life, worked in creative agencies for a decent while I assure you there is no desire for Bodyform to ‘tell it like it is’ or ‘tell women’s stories’. Their only desire - and their brief to the creative agency - will be to increase sales. They have determined that this is a manner to do it - and it seems it’s worked. The idea of ‘having a brand cause’ js massive in marketing at the moment

The question I would ask is - what are they actually DOING to support women - apart from making a multi million pound emotional advert that drives sales?

None of us are stupid, we know it’s their job to sell stuff. They’re centring women in an advert for something that only females need. That’s a huge thing nowadays, with all the virtue signalling so many companies are doing and the aggressive hatred towards those that refuse to stop centring females. They’re obviously not interested in woke cookies and that’s enough for me.

Random I wouldn't say it makes me feel better. (In fact, I didn't). I think it's great that a company who's product is specifically made for women are actually making adverts that show they do have an understanding of what women actually experience. Yes, they want to make money, of course they do. But sanitary products are an essential so people who use disposable products will buy them anyway. They could have just made them 10p cheaper than their competitors and improved sales that way. But they've taken time to actually think about it.

@Randomfires

Having, in a previous life, worked in creative agencies for a decent while I assure you there is no desire for Bodyform to ‘tell it like it is’ or ‘tell women’s stories’. Their only desire - and their brief to the creative agency - will be to increase sales. They have determined that this is a manner to do it - and it seems it’s worked. The idea of ‘having a brand cause’ js massive in marketing at the moment

The question I would ask is - what are they actually DOING to support women - apart from making a multi million pound emotional advert that drives sales?

Well of course, surely that’s quite obvious. I don’t think anyone thinks this is some kind of entirely altruistic exercise. But surely it doesn’t need to be. Anyone who expects advertising to be driven by anything but potential revenue generation is ridiculously naive.

I’m still always going to be more than happy to buy products from brands that don’t deny my lived experience or seek to erase my biological reality. And I will continue to boycott those brands and corporations that have out and out declared their contempt for women and children and our/their safety and protections.

By running an ad that is based on the reality of biological sex, they are supporting women in a hugely important way, given the current climate. Anything else they do is over and above, and I hope there is more being done in a range of ways. But in and of itself this is a very important statement.

Finally a woman centric advert for a women's product - Take note Always

@Randomfires

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

@HoneysuckIejasmine why do you feel better than a hygiene company has ‘acknowledged’ this in a cynical bid to sell more product? Serious question

If you’ve never known the agony that many women suffer during their periods and the annoyance when watching adverts that make periods look like fun, no amount of explaining will help you understand.

No wonder some male bodied people are envious of women’s periods and certain male bodied people with perversions, actually steal used period products. (Before anyone whinges to MNHQ, I’m talking about those with perversions, not genuine trans people) Watching the traditional adverts for period products, would make anyone think periods were a walk in the park.

I completely agree that it's a cynical marketing ploy and I'm not going to start buying their products just because of this advert. I also think we should all be prepared for the inevitable TRA pile-on and apology about "we don't mean to say all women have wombs or only those who have wombs are women. Trans women are women"

But - even so. It's so rare to see such an honest portrayal of female reproductive experiences on TV that I do appreciate that they made this. As PP have mentioned though - it's probably an ad that will play much better with women 30+ as we'll be able to relate much more.

I love it. I dare say the trans brigade will be all over it because you know it's not just women that have periods. Apparently.