Advertising around female hygiene products and reproductive health is getting bolder by the minute -- from Libresse's efforts like Wombstories and Viva La Vulva to Thinx reimagining a world where men have periods.

The latest film to challenge taboos in the category comes from contraceptive ring Annovera, an FDA-approved form of birth control that's claimed to be the first of its kind. Created via McCann, which won the account last year, the spot initially sets out to talk about vaginas, rather than "the V word."

"When we talk like that about reproductive health, we're apologizing," says the voiceover. "But consider this an un-apology."

"What we've put up with not to get pregnant is just not normal," it goes on to tell us -- a message that will doubtless appeal to a generation of younger women who want to talk more openly about their reproductive health.  Directed by Marysia Makowska via Spang, the spot's colorful, bold style and frank narration also helps the break the mold for a medical product ad -- despite the inevitable health warnings.

The film is running on social media including Facebook and Instagram, and display including YouTube.