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Fat-shaming and period-shaming in a single commercial? J. Walter Thompson Melbourne has managed it, with predictably bad results, in this spot for Unicharm's SOFY BeFresh Pads. The ad is titled "Ugh Moments"—and it inspires just that reaction.
First, let's talk about the fat-shaming. In the opening moments of the spot, we see a woman receive a calendar notification indicating that her period is about to start. Drama of dramas, she has chosen—poorly—to wear white shorts.
Then the ad really rolls into the good stuff: A clearly disgruntled doppelganger, who is several sizes larger than our protagonist (because it's her fat, angry, period-self!), grabs her handbag and derides her for failing to adequately plan for Period Day, given that it comes at the same time each month.
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