"It's That Time of the Month"

31 October 2025

70s

Pumpkin pain.

In this gnarly piece of work for a menstrual health charity, a pumpkin gets eviscerated not for seasonal shits and giggles, but to raise awareness about endometriosis. To say it's painful is not enough—to show how painful, agency TBWA\MCR and director Zeynep Oguz think outside the box and ravage a jack-o'-lantern's innards. Not a sentence DAVID ever expected to write, but Halloween's full of surprises more often or not.

To illustrate how the condition affects the pelvis, bladder, bowel, and lungs, spindly hands from a nightmare you'd rather forget tear through pumpkin flesh like tissue paper and desecrate the seeds. If 70" is hard to endure (all thanks to some icky, incisive camerawork), imagine, says the charity, what it's like to suffer such pain every day. As viewers indulge in make-believe horror on October 31, they're urged to support those stricken by a real-life menace.

UK

Charities