Would you dive into shark-infested waters with period swimwear on?

Modibodi, the period-proof underwear brand, is back. This time, they've tossed freediver and marine biologist Brinkley Davies into shark-infested waters to prove their swimwear can handle anything. Ad Nut's tail twitched with a mixture of intrigue and "are they serious?"

The claim? "Leakproof. Period." Bold. But is it brilliant?

Look, Ad Nut appreciates a good visual. The thought of tiger sharks circling while the intrepid protagonist swims worry-free is undeniably eye-catching. But the whole premise hinges on the outdated myth that sharks can smell a period from a mile away. Newsflash: They can't.

For the uninitiated: menstrual fluid is a complex cocktail, not just blood. Even if sharks could sniff it out (they can't), they'd be met with a symphony of scents rather than a siren call of a fresh meal.

Modibodi's marketing director Justine Cusack says women are terrified of sharks finding them during their period. He adds, "A staggering 45% of women and menstruators fear swimming on their period, and sharks constantly enter the chat on our social channels. This campaign aims to draw attention to our anti-leak technology in an attention-grabbing way and inspire people to engage in their everyday activities, no matter the time of the month.”

Ad Nut's skeptical. People who menstruate have moved past those archaic fears, haven't they?

Ad Nut will admit that Modibodi's tech seems impressive! But why lean on a tired trope when you could be smashing period stigmas with wit and innovation? This feels like a lost opportunity to tackle the real period woes and embrace the absurdity, the humour, the messy reality, the painful cramps: all of it. Show us how your product helps menstruators in their daily life, not just the (fictional) fear of becoming shark bait.

Until then, Ad Nut's getting back to rummaging acorns and scurrying on treetops where any close encounters of the shark kind are impossible.

The campaign was launched across social channels during 'Shark Week.' It features online and in socials in Australia and the UK.

CREDITS

Client: Modibodi
Creative agency: Fabric – Part of the TBWA\Sydney Group
PR Agency: Eleven
Production Company: FINCH
Director: Kyra Bartley
Producer – Amy Dymond
DOP: Perrin James
Editing: BOLT
Editor: Kent Hau

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.