BBDO NY imagines a world where men have periods too

BBDO seems to be the go-to agency for period-related campaigns. AMV in London has done well with its Essity “Blood Normal” and “Viva la Vulva” work, and now the New York office has created a gentler, but just as impactful campaign for Thinx, a “period proof” underwear brand.

This ad imagines a world where we all get periods, and it’s a place where every awkward moment will be familiar to female viewers. Still not quite clear what the product does, but Thinx is apparently selling fast and attracting investors — and it’s done a nice job of bringing to life a harmonious world where we all feel more comfortable.

MAA creative scale: 8

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.