Prudes get comfortable with period care in campaign for menstrual disc Flex

Only in the last few years have advertisers begun to lift the long-standing taboo on women’s reproductive health. From singing pubes to periods that actually look bloody, marketers are finally embracing reality.

A new campaign for menstrual product brand Flex expands that newfound frankness to friends and family, too. In a series of 15-second spots from Via, previously prudish folks can’t help but gush about the benefits of a menstrual disc. A dad with a penchant for fishing explains the ins and outs of period pain. Aunt Marie no longer needs to whisper the names of body parts while giving an impromptu anatomy lesson. Even strait-laced Suze puts medical need above the moral high ground.

“Ever since I launched Flex five years ago, we have been censored from being able to show period blood or use the word ‘vagina’ in our communications, which goes against what we stand for as a disrupter in the menstrual care category,” said Flex founder and CEO Lauren Wang in a statement.

The company says the work is its first-ever national TV campaign but will not disclose where and when the spots are running. The ads tackles topics including mess-free period sex (one of the brand’s biggest selling points) and dealing with the discomfort of men and parents.

“We took a leap forward and imagined a colorful time where absolutely everyone in a menstruator's life can talk openly about periods, period sex and period health in a frank, unashamed, confident manner, added Via Copywriter Judi Cutrone in the statement. “Sometimes, you need to build the world you most want to see.”