Having shown blood for the first time in a feminine hygiene ad a few months back, SCA's Bodyform brand is challenging category taboos once again with a spot that actually shows a sanitary pad being placed in underwear.

The new TV and cinema spot features a trapeze artist wearing a tight white leotard, about to perform in a circus. But, unlike the rollerskating, dancing women in ads of the past that would have just implied that they had her period, this film actually shows her in the bathroom putting the pad into her knickers. Bodyform claims the in-situ product demonstration is a first for the category.

"Showing blood for the first time in our Red.Fit feature film really highlighted what else was currently missing from feminine care advertising -- and that was showing physical product in a real-life situation," said Bodyform Marketing Director Nicola Coronado.

The spot is by Abbott Mead Vickers BBDO, and directed by Moxie Pictures' M.J. Delaney.