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.