THINX, the "period-proof underwear" brand is known for its inclusive marketing, and recently went a step further with its new 'MENstruation' campaign. The commercial sets place in a dystopian world where both men and women get their periods. This shift leads to a more open discourse around the idea of menstruation, a world where anyone can ask anyone for tampons and pads.
The MENstruation commercial has a variety of scenes including a son asking his father about getting his first period, a man checks to make sure he isn't leaking through his pants at a bar, a man passes another man a tampon under the stall, and lastly a boy tells a girl mid-kiss that he has his period, in which she replies she does as well. The campaign ends by saying: "if we all had them, maybe we'd be more comfortable with them." The call to action from THINX is to challenge the norms in the societal dialogue surround mentrastaion.