The first TV campaign for Thinx imagines a world where guys have periods

BBDO New York created ad for the menstruation-proof underwear

Published On
Oct 03, 2019

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"Period-proof" underwear brand Thinx is launching its first-ever TV campaign across the U.S. with a spot that imagines a world in which men have periods too.

Created by BBDO New York and directed by Rachel McDonald via Biscuit Films, the film portrays scenarios such as a guy having to ask his friend for a tampon, a young boy telling his father he's just got his first period, a man leaking blood in bed and a locker room scene where a guy has a tampon string hanging out of his underwear. It ends with the line, "If we all had periods, would we be more comfortable talking about them?"

“Our goal was authenticity and empathy,” said Crystal Rix, chief strategy officer of BBDO New York in a statement. “So much of the industry and culture uses ridiculous euphemism to talk about periods. We wanted an honest and sincere attempt to build understanding and empathy for people with periods.” 

Thinx, which is the first period-absorbing underwear brand to run a TV campaign, aims to de-stigmatize periods with the spot. It will run on 18 networks across the United States, including: Bravo, E!, Oxygen, BET, MTV, VH1, HGTV, the Food Network, TLC and NBC.

“People with periods are taught from a young age that one of our body’s natural processes is something to be ashamed of, and something we should go to great lengths to conceal," added Maria Molland, CEO of Thinx Inc. "We’re taught to hide our period products in our sleeves on the way to the restroom, and constantly check our clothes for any leaks or stains. In fact, 80% of teens report a negative association with periods, and say they are gross or unsanitary."

"In our first national television campaign, we are imagining the answer to this question: If all people had periods, including cisgender men, would they be normalized?" she added. "Would we be able to talk openly about them, without shame?  Half the population does have a period, and we want to broaden the conversation to everyone, no period required.”

The campaign comes as feminine hygiene brands have become increasingly open about periods in their advertising. In Europe, for example, Libresse and AMV BBDO's "Blood Normal," which won the Glass Lion at Cannes in 2018, showed red blood in a period ad for the first time rather than the euphemistic blue liquid used in the past. The brand followed it up with Viva La Vulva, another film that celebrates women's genitals rather than trying to hide them. 


Oct 03, 2019
Client :
Agency :
BBDO-New York
Director :
Rachel McDonald
Production :
Biscuit Filmworks
VP Creative Director :
Bianca Guimaraes
VP Creative Director :
Peter Alsante
Jenn Tranbarger
Chief Creative Office Worldwide :
David Lubars
Chief Creative Office New York :
Greg Hahn
Executive Producer :
Angela Narloch
Executive Producer :
Anthony Curti
Producer :
Corie Rosenblatt
Music Producer :
Julia Millison
Business Manager :
Shelly Bloch
Head of Integrated Production :
Dave Rolfe
Account Director :
Katherine Grib
Account Executive :
Olivia Dames
Chief Strategy Officer :
Crystal Rix
SVP Brand Strategist :
Nicole Landesman
SVP Brand Strategist :
Kim Ryneska
Data Solutions Manager :
Christine Yang
Maria Molland
Chief Brand Officer :
Siobhán Lonergan
Brand Director :
Hilary Fischer-Groban
Creative Director :
Meng Shui
Senior Manager of Performance Marketing :
Daniella Sakhai
Brand and Creative Project Manager :
Meredith Zingale
Partner/Managing Director :
Shawn Lacy
Director :
Rachel McDonald
Director of Photography :
Autumn Durald Arkapaw
Executive Producer :
Holly Vega
Head of Production :
Mercedes Allen-Sarria
Head of Production :
Rachel Glaub
Head of Production :
Rachel Glaub
Line Producer :
Maury Strong
Editorial :
Arcade Edit
Executive Producer :
Sila Soyer
Producer :
Arlene Perez
Editor :
Laura Sanford
Editor :
Jeff Lopus
Asst Editor :
Max Hoffman
Sound Design :
Heard City
MD/Partner :
Gloria Pitagorsky
Audio Engineer :
Eric Warzecha
Color :
Company 3
Producer :
Alexandra Lubrano
Finishing Company :
The Mill
Producer :
Bethany Phillips
Producer :
Luke Proctor
VFX Artist :
Anton Anderson
VFX Artist :
David Forcada
VFX Artist :
Justin Keil
VFX Artist :
Jamie Scott
VFX Artist :
Drew Maloney
VFX Artist :
Sam Caine
VFX Artist :
Corey Brown

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