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Four years ago, Thinx appeared on the personal hygiene scene with controversial ads on the New York subway that used grapefruits and eggs to suggest menstruation.
Now, for its first national campaign, the “period-proof” underwear brand is once again reinventing the conventional wheel on periods by debuting a new campaign that asks whether everyone would be more comfortable with periods if men had them.
The “MENstruation” ad, created by agency BBDO New York and directed by Rachel McDonald, shows men in different but common situations that women face during their periods, such as leaving a stain on bedsheets or accidentally dropping pads and tampons.
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