Moon cup's clever play on words is the theme for their advertisement. The advert consists of a couple riding on a horse to an undisclosed destination, dressed as people would be in a period drama. The woman on the horse is grimacing through the video and holding her abdomen, obviously uncomfortable and in pain. The advert continues in this way until the end, where the couple stop at a petrol station where the man enters and attempts to buy the right kind of sanitary products, inferring that the woman is on her period. The products he holds up are unbranded and generic with an emphasis on feminity, and he struggles to pick between the two. The end of the advert shows a slogan "have a period without the drama". This is used for the advertisement of mooncup's menstrual cups. The aim of mooncup is to reduce the amount of waste produced by single use sanitary products used by millions of women every month.
'The drama of periods mentioned is intended to refer to the ‘drama’ of throwaway sanitary products only- for our environment and health. It is no way intended for use in belittling the very real and at times ‘dramatic’ experiences and symptoms that some of us experience in relation to our periods.'
HelloFlo "The Camp Gyno"
HelloFlo is a subscription service that provides care packages to menstruating women. The packages are advertised here through the story of a girl at camp who gets her first period before any of the other girls. She then designates herself the expert, or "camp gyno" and places herself in situations where she is educating the other girls on their periods, putting them through boot camp training and shouting at them to stop complaining when they are in pain from their periods. The other girls at the camp then stop coming to her for advice, and she finds out it is because the girls are recieving care packages from HelloFlo.
"Touch the pickle"
This Indian advert around menstruation bases itself on the Indian superstition that periods are taboo. Similarly to the Nepali tradition of Chhaupadi which I researched earlier in the project, the girls are confined and not allowed to touch things for fear of cursing and contamination. The most common used analogy is that girls on their periods are not allowed to touch the pickle jar for fear that the pickles will go rotten. In this advert, a girl is seen touching a jar inside her home. Her nan exclaims 'she touched the pickle!' the advert continues with the girl carrying on with everyday activities such as tennis, where a crowd of older women are celebrating the fact she touched the pickle. The girl in the advert states 'lets break the taboo', therefore the advert fights the myth about women not being allowed to touch the pickle jar, thus normalising periods and dispelling the myth.
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