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Thinx’s first national ad campaign imagines a world where men get periods, too

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“I think I got my period.”

That’s the opening line of Thinx’s new ad campaign, uttered by a young boy to his dad. In the next frame, a man rolls over in bed to reveal a blood stain on his sheets. Later, another man walks through a locker room with a tampon string peeking out from his briefs. These are, of course, everyday occurrences for people who get periods. Thinx’s ad reframes those experiences by asking: What if we all had periods?

The campaign—which bears the fitting tongue-in-cheek title “MENstruation”—is Thinx’s first ad on national TV and the first such campaign to be launched by a period underwear company. Thinx recruited advertising agency BBDO to create the campaign, which will run on 18 networks across the U.S., from NBC to Bravo, starting next week. Also in the mix are audio segments that will air on Spotify and podcast advertisements.

This ad certainly makes a statement on its own, but the intent is to introduce Thinx to people who don’t even know........

© Fast Company