Bodyform 'Apologizes,' Admits That There is No Such Thing As a Happy Period

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After all that feminine hygiene product companies have done over the years to convince women that their periods were actually a beautiful, amazing, happy time, perfectly suited for skydiving and pillowfights, can you really blame the men who envy us for them?

Last week, Richard Neill, who at first was frustrated by the fact that he'd never get to enjoy those happy times (because he's a man) and then realized that the whole thing was a bunch of hooey, left a hilarious Facebook comment on the page of feminine products company, Bodyform. It read, in part:

"As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things. Then I got a girlfriend... you lied!! There was no joy... no blue water spilling over wings and no rocking soundtrack oh no no no."

So Bodyform "CEO" Caroline Williams decided to set the record straight, with this brilliant little film, developed with Carat, that addresses all the men out there and apologizes for the years of lies that have led to so many dashed dreams. It was forced to do so, she says, because it found that men couldn't handle the truth. But now, because of Neill, they're forced to expose men to a reality they hoped they'd never have to face. Clever lines and easter eggs -- including a shot of jelly and blue water -- abound.

Previously in clever feminine product advertising, Kotex had an "Apology" video that asked women how they really feel about their period -- blue liquid, and all. See it on Creativity, and follow @creativitymag on Twitter for more great work.

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