This Bodyform ad might be my favorite ad of the year.
Insight: It´s ok to draw some blood when you do sports.
Especially FMCG category is filled with fake images of shiny happy people who are so detached from reality that I wonder how the brand managers and agencies can live with themselves. Our audience is not stupid. Having blue liquid in sanitary pad commercials has been a running joke for as long I remember seeing advertisements.
Many of the brands might have been toying about showing actual blood in the ads; the idea is not that novel. What instead is novel, that Bodyform had the balls (or ovaries in this case) to actually do what none of the other brands had not dared to do before.
Because of popularity of Game of Thrones, Crossfit and MMA, our audience is accustomed to more rough and rugged imaginary. Many of the marketers have not realized this sense of aesthetics and that is why many of the ads nowadays look over-polished and just plain fake.