This ad is called 'Blood', and it is bloody good

This ad leaves Ad Nut feeling a little woozy, but it's certainly not because it refers to menstrual bleeding. It's all the other terrifying scenes of women doing damage to themselves in sports including running, surfing, boxing and horseback swordfighting on the beach. Ad Nut didn't know the latter was a sport, but will remember to stay well away from beaches from now on.

In all seriousness, it's a great ad and makes a great point. Ad Nut's UK colleagues have taken a good long look at how it represents a major break for the brand, which has played it fairly safe in the past: Please see, UK tampon brand breaks 'last taboo' in women's sports: Menstrual blood

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