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Period Drama | |
by Syd Briscoe | |
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Advertising has been depicting periods as something to be conquered or pushed through for decades, showing people partying, playing sport, and generally being unaffected by menstruation. A new campaign from US painkiller brand Midol challenges that notion, suggesting that knowing one's limits and being comfortable is more important than powering through. A diverse cast adds weight to the message, emphasising that people from all walks of life deserve to address their pain without feeling that they're being somehow 'weak' about it. A synth-driven soundtrack brings an unusual air of foreboding, but director Marco Gentile ensures the emotional tone remains supportive rather than scary.
Product Category: Pain Relief
Territory: USA
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