Finally! A campaign with the potential to make me feel halfway sympathetic towards the product. Witty, sarcastic and featuring (gasp!) a mention of the word ‘blood’ – I think you’ll agree it’s prettttty revolutionary.

Does this Bodyform ad (because it definitely IS an ad) mark the end of white shorts territory? Let’s hope so.

God, I hope this makes it to TV.

See also: Marketing Menstruation: or, Why D for Dalrymple should be in charge of telly adverts (July 2012)

UPDATE: This excellent piece by Arwa Mahdawi in today’s Guardian demonstrates that the ad is neither original nor revolutionary. Oh well. I still think the jug of blue water is inspired.