Bodyforms Latest Ad is the First to Depict Real Period Blood
Ellen Smith — October 19, 2017 — Marketing
Menstruation ads are frequently criticized for their inaccurate and idealized portrayal of periods, which is what makes Bodyform's latest ad so refreshing to see.
The ad opens with thick red liquid poured onto a pad, which offers the viewer a more vivid representation of what the product is capable of. This imagery rejects the classic blue liquid pour, which is a commonly criticized trope used within period commercials. As the ad continues, the audience witnesses realistic scenes, such as a man purchasing pads, a woman posing in red-stained underwear, and a closeup of a woman's thighs in the shower, as menstrual blood trickles down her leg.
The commercial serves as extension of the brand's #BloodNormal campaign, which aims to normalize the presence of a person's period in the media.
The ad opens with thick red liquid poured onto a pad, which offers the viewer a more vivid representation of what the product is capable of. This imagery rejects the classic blue liquid pour, which is a commonly criticized trope used within period commercials. As the ad continues, the audience witnesses realistic scenes, such as a man purchasing pads, a woman posing in red-stained underwear, and a closeup of a woman's thighs in the shower, as menstrual blood trickles down her leg.
The commercial serves as extension of the brand's #BloodNormal campaign, which aims to normalize the presence of a person's period in the media.
Trend Themes
1. Realistic Period Portrayals - Opportunity for companies to ditch inaccurate and idealized period portrayals and start portraying periods realistically in their advertisements
2. Menstruation Normalizing Campaigns - Brands can launch menstruation normalization campaigns similar to Bodyform's #BloodNormal campaign to further normalize periods in society
3. Breaking Period Taboos - Opportunity for companies to break period-related taboos and promote open conversations about periods
Industry Implications
1. Feminine Care Industry - Opportunity for feminine care companies to redesign their product advertising and launch menstruation normalization campaigns to better resonate with consumers
2. Advertising Industry - Brands can take note of Bodyform's realistic period portrayal and develop similar campaigns to address societal taboos or norms across other product categories
3. Entertainment Industry - Opportunity for TV shows, movies, and other entertainment mediums to depict periods realistically and break period-related taboos in their storylines
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