Bodyform. Bloody, real, important?
Tom Dougherty, CEO – Stealing Share
8 June 2016
Have you seen the new Bodyform TV commercial?
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.
It 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?
My 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.
Walmart employees Tom Dougherty, CEO - Stealing Share 23 May 2017 Walmart employees get another bonus Shopping at Walmart doesn’t thrill me. Its stores are far too expansive for me to ever feel comfortable as a shopper. I never quite know where to go to find unique...
Political Ideology Creates Broken Government Tom Dougherty, CEO - Stealing Share 18 May 2017 Political ideology. Stop the madness. Political ideology The whole world is in political strife. And I believe the root cause is political ideology. It’s not surprising. I...
LaVar Ball Tom Dougherty, CEO - Stealing Share 17 May 2017 LaVar Ball makes it hard to root for his son Here's some straight truth. I've seen Lonzo Ball play basketball only a few times. I know the UCLA freshman has legitimate hardwood talent, potentially a...