Bodyform ad

Bodyform has unveiled its latest TV creative intended to ‘challenge societal barriers in the feminine care category’.

Following the brand’s Blood commercial that showed women bleeding from injuries, the new ad, Trapeze, centres on a performance by a circus trapeze artist in a white leotard, who ‘doesn’t let her period hold her back’.

The clip to promote Triple Protection Ultra Towels with SecureFit – set to run until 24 October – also features an in situ product demonstration of a real sanitary pad being placed on underwear, which is a category first, according to Bodyform.

Earlier this year, the brand introduced period-themed ‘femojis’. They were followed by the Blood advert and Red.Fit campaign to drive consumer education about how menstruation affects women when they exercise, as part of activity that had helped Bodyform to “challenge some of the many taboos surrounding menstruation”, claimed marketing director Nicola Coronado.

The brand hoped to change “the way that women perceive periods in femcare advertising”, she added. “Bodyform is quickly becoming known as a provocative brand that pushes boundaries – and we want to push this even further with our latest TV creative.”