You’ve probably watched countless ads for feminine hygiene products, but the new Bodyform ad has something you’ve never seen — a realistic depiction of period blood. Back in 2016, the UK-based brand was also behind the ad that showed the first real sanitary napkin, but showing blood-red liquid truly takes this ad to a new level.
Over the years, the use of blue liquid in feminine hygiene ads has become just about as predictable and omnipresent as depictions of menstruating women dressed in white and effortlessly dancing and spinning around. But if you’re anything like us, chances are you don’t always feel quite that carefree on your period. And you definitely don’t expect to see blue liquid in your sanitary napkin or tampon.
Bodyform recognizes that, and that’s why they’re doing a #bloodnormal campaign to remind the rest of the world of the reality of periods and to open a discussion on what is still a taboo topic, even in 2017.
Their wry description of the ad reads:
“Contrary to popular belief, women don’t bleed blue liquid, they bleed blood. Periods are normal. Showing them should be too. #bloodnormal”
Unsurprisingly, it has garnered a wide range of responses from viewers. Some shared glowing reviews on the YouTube page, wanting to see more ads like it.
One user wrote, “I’m 50 years old and never thought I’d live to see the day where we can actually represent periods with RED liquid. This generation must be doing something right.”
Another user wrote, “I can’t describe how it makes me feel to have a period shown in an advert in a normal way, rather than skinny models patting their stomachs and weird blue liquid being shown in a graphic. This is great stuff.”
However, others found it inappropriate.
“This is beyond ridiculous,” one sounded off. “Should tissues be advertised with fake snot?”
Another wrote, “Please stop trying to glorify periods. We all know what comes out when we’re on our periods and we all know the blue stuff in the ad was meant to be blood and there’s a reason it was blue, because no one wants to see that sort of stuff on TV.”
Watch the ad for yourself below and see what you think: