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| Diving for truth | |
| by Melissa Roberts | |
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Kyra Bartley gives us something to hold our breath about in this spot for Modibodi. The brand found that almost half of people who menstruate still fear swimming on their period, so an ad featuring freediver Brinkley Davies swimming with sharks during this time is daring in its approach, and the result is just as striking in its execution. ‘Shark week’, one of the many euphemisms for periods (which itself is already a euphemism for menstruation), has been given an effective double meaning in this myth-busting concept by Fabric, part of TBWA Sydney. Period swimwear is not yet mainstream, but well-crafted advertising like this is surely likely to convince more consumers to take the plunge.
Product Category: Feminine Hygiene
Territory: Australia
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