Menstrual Blood Makes Extremely Rare Advertising Appearance.

Guys, did you know women bleed from their cooters?

And did you know a cooter is a turtle? (This, I did not know.)

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Don’t worry boys! It’s not real period blood.

Still! This is a major advertising moment.

I’m not being at all facetious.

The new campaign is via Persil laundry detergent (German brand). The ad agency is Mullen/Lowe, London. The tag is: EVERY STAIN SHOULD BE PART OF THE GAME.

It features female footballers, boxers, and runners. All blood-stained. Then superimposed on part of the blood stains is an outline of a pair of panties.

The copy on the non-panty blood reads: BRAVERY/COURAGE/GRIT. The copy pointing to the beaver blood reads: SHAME.

The art direction is a bit “heavy-handed” (that’s what she…nevermind). But when you’re dealing with such a TABOO subject, subtle ain’t gonna get the message across. It’s got to be shoved into people’s faces (not the blood!).

From a strictly ad creativity critic POV, the ads ain’t blowing wind up my skirt (sorry, couldn’t resist). But from a pure message POV, it’s one of the few “purpose” campaigns that doesn’t make me want to quit this business.

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Here’s some addition history of menstrual blood in advertising.

The 2011 Always layout above is the first known appearance of “blood” in a tampon ad. Yes, it’s just a dot—a “period” if you will. It’s a maze tampon visual with the headline: “Designed with LeakGuard Protection”.

But after decades of TV spot after TV spot using that ubiquitous blue liquid to represent menstrual blood, is was a shocking development. Ad agency: Leo Burnett, Chicago.

Back in 2007, Tampax at least alluded to their main benefit in this pretty funny French ad: NO BLOOD LEAKAGE. Ad agency: Leo Burnett, Paris.

And from 2009, an ad for o.b. tampons featuring Vlad the vampire who has smartly wrapped his fangs in o.b.’s to get every drop. Alas, a rep from o.b. contacted me and said the ad never ran and was rejected when presented. Too bad, that. Ad agency: Draft/FCB/Lowe, Switzerland.