• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Bodyform. Bloody, real, important?

Have you seen the new Bodyform TV Commercial?

The pregnant man and the BodyForm Commercial
Saatchi used boldness to great effect

Bodyform got me thinking. I started my career in brand building and advertising many years ago with Saatchi & Saatchi in London. At the time, it was the largest and possibly the most influential ad agency in the world. I don’t think you would get much of an argument with advertising historians and adfolks in general if I stated that the best advertising in the world was coming out of the UK in those days. It was at times edgy, funny, controversial and often provocative.

Is the UK raising the bar again? I ‘ll leave that to you to decide. A friend brought the new BodyForm TV commercial to my attention and was even kind enough to ask for my opinion on it. The truth is, my opinion does not count for much as I am not the target audience for menstrual pads. But I have to say, it seems to fulfill all of my prejudices for great advertising and communication.

Bodyform PackagingIt is bold, unapologetic and controversial. The spin on the web has been mostly positive as the brand has been praised for its use of real blood in the ad and equating a woman’s regular menstral cycle as being as common place as athletics, striving and accomplishment. I think it works on that level.

Bodyform is blazing its own path

But I would really like to hear what you think (I’m talking to the females here). Is it pandering or real? Is it too clever or does it hit you as authentic? Is it too symbolic or does it make the brand (and therefore the user) feel heroic? Do you feel strongly about the brand? Does Bodyform represent something that you want to identify with?

Bodyform BloodMy friend Pam, who brought my attention to the ad, said this: “I understand where they’re coming from. Women are powerful, menstruation is part of being a woman, we bleed. But the imagery, especially the beginning, sets an uncomfortable tone. The woman under water with blood on her head looks like a victim of a horrible crime, that stays with me for the rest of the ad.”

Great communications and great advertising should shine a bright beam of light on the brand itself and the identification that the target audience develops or possesses with the brand. The worst advertising brings attention to itself. The message becomes secondary to the medium itself. What’s the truth here?

I leave that to you to tell me.

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