This Badass Bodyform Ad Elevates Menstruating Women to Modern Amazonian Warriors

What's a little blood?

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. 


Client: Bodyform

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

Roo Powell is freelance contributor to Adweek.