When it comes to ads about sanitary products like pads and tampons, we all know what to expect: shiny, happy women who wear white pants and who are always dancing with friends at music festivals and taking selfies.
There’s also that super weird trend where companies use blue liquid to demonstrate just how absorbent their products are.
Periods are meant to be ‘fun’ and ‘happy’ and not at all messy… but only if you never actually talk about the fact that having a period means you are bleeding out of your vagina.
But one UK company wants to change that with a new ad aimed at transforming the way the world talks about periods.
And it’s working.
Bodyform – who were the first company to show blood (albeit not menstrual blood) in an ad for sanitary products last year – is “calling time on period taboos”.
That means the new commercial shows RED liquid on a sanitary pad:
It also shows a dude picking up a packet of pads for a woman in his life. And get this, he doesn't look the slight bit awkward or confused about it: