Period Drama

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

Period Drama

by Syd Briscoe

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