How often have you been disappointed by your period? Companies like Bodyform have long been promising that those of us who menstruate can't help but enjoy outdoor, extreme, sports during this period, and who among us hasn't thought “Next time. Next time, I'll buy some Bodyform Dryfast towels and have the best seven days of my life.” only to fall on the sofa with a bucket of popcorn, a handful of iron supplements, and a boxset of Rome (just me?) instead.
Earlier in October, Richard Neil took to Facebook to air his grievances concerning his girlfriend's period. Instead of dancing and parachuting to a rocking soundtrack, his girlfriend changed from a loving lady, to the girl from the exorcist (with added venom). You can thank Richard for having the courage to stand up to Bodyform at the Facebook message HERE.
Bodyform decided to produce a video explaining to poor Richard, and the rest of us, that yes, they have been lying to us. For years. There is no such thing as a happy period. You can watch the video at YouTube HERE, or at the bottom there.
It's interesting to note that this response could only have worked as an online campaign. While the Bodyform adverts now feature ladies squeezing on to the tube and nearly-running down the street (that sort of half-run you do for the bus, hoping they'll wait a couple more minutes) instead of sky-diving and surfing, they certainly aren't saying 'crimson waterfall' in between Friends repeats.
Bodyform already have over two million views and over a hundred pages of comments on YouTube with some commenters pointing out that, whatever Richard's intentions were with his comment, Bodyform have taken the opportunity to point out that it's usually men who prefer to shy away from the realities of the 'crimson waterfall' – unless they're using it as the punchline to a joke about a woman they've deemed 'hysterical' or 'moody'.
Could this be the start of a new approach to period marketing? Maybe we'll be seeing more ladies clutching hot waterbottles sat on sofas, and less women riding ponies with abandon in future Bodyform adverts.
