The past couple of years have given us numerous disruptive examples of advertising in the feminine care space, including comical ones from HelloFlo and the award-winning inspirational video from Always. Bodyform joins the fray with its latest spot, and it's pretty badass.
The brand, which sells pads in all shapes and sizes, approaches the theme of "Blood" in an unexpected way—showcasing a veritable army of women pushing past their physical limits in activities like boxing, ballet, swimming, surfing and soccer, powering through their own bruises and bloody knuckles.
It's accompanied by quick cuts, a powerful soundtrack, and the copy, "No blood should hold us back."
Created by London agency AMV BBDO, this is a great, unexpected and galvanizing piece of work, light years away from the classic "women prancing on the beach" ads for which this sector—so precious it won't even illustrate the actual color of blood (maybe for good reasons)—is known.
The spot launches as part of Bodyform's Rev.Fit campaign, a partnership between the brand and U.K.-based universities to broaden education about menstruation and its effect on women's bodies.
Agency: AMV BBDO, London
Creative Directors: Toby Allen, Jim Hilson
Copywriter: Caio Giannella
Art Director: Diego de Oliveira
Agency Planner: Sophie Lewis, Pippa Morris
Agency Account Man: Sarah Douglas, Tamara Klemich, Anna Holloway, Bogi Horvath
Agency Producer: Edwina Dennison
Art Producer: Kirstie Johnstone
Partnerships Director: Matthew Harrington
AMV Pulse: Bill Dunn, Gerard Crichlow
Media Agency: ZenithOptimedia
Production Company: Stink
Director: Jones + Tino
Post-production Company: MPC
Photography: Adam Hinton