BBDO NY, Director Rachel McDonald Bring Men Into Thinx Feminine Hygiene Spot


Robert Goldrich
Thursday, Oct. 3, 2019


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Thinx Inc., the period solutions company behind Thinx period-proof underwear, is launching its first-ever national television ad campaign, “MENstruation,” devised by BBDO New York. This centerpiece spot--directed by Rachel McDonald of Biscuit Filmworks--asks the question “If we all had periods, would we be more comfortable talking about them?” and includes scenes in which cisgender men are placed in everyday situations people with periods experience and know all too well, including: A boy telling his dad “I think I just got my period”; a man asking his colleague, “hey man, do you have a tampon?”’ and a man rolling over in bed to reveal he left a blood stain on his sheets. 

Maria Molland, CEO of Thinx Inc., said of the campaign, “People with periods are taught from a young age that one of our body’s natural processes is something to be ashamed of, and something we should go to great lengths to conceal. We’re taught to hide our period products in our sleeves on the way to the restroom, and constantly check our clothes for any leaks or stains. In fact, 80% of teens [with periods] report a negative association with periods, and say they are gross or unsanitary.

Molland continued, “In our first national television campaign, we are imagining the answer to this question: If all people had periods, including cisgender men, would they be normalized? Would we be able to talk openly about them, without shame?  Half the population does have a period, and we want to broaden the conversation to everyone, no period required.”

“Our goal was authenticity and empathy,” said Crystal Rix, chief strategy officer of BBDO New York. “So much of the industry and culture uses ridiculous euphemism to talk about periods. We wanted an honest and sincere attempt to build understanding and empathy for people with periods.”  


Client Thinx Inc. Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Bianca Guimaraes, Peter Alsante, VPs/creative directors; Jenn Tranbarger, associate creative director/art director; Jess Rello, associate creative director/copywriter; Angela Narlock, Anthony Curti, executive producers; Corie Rosenblatt, producer; Yamaris Leon, content operations director; Julia Millison, music producer; David Rolfe, head of integrated production; Crystal Rix, chief strategy officer; Nicole Landesman, Kim Ryneska, SVPs/brand strategists. Production Biscuit Rachel McDonald, director; Shawn Lacy, partner/managing director; Autumn Durald Arkapaw, DP; Holly Vega, exec producer; Mercedes Allen-Sarria, head of production; Maury Strong, line producer. Editorial Arcade Laura Sanford, Jeff Lopus, editors; Max Hoffman, assistant editor; Arlene Perez, producer. Sound Heard City Eric Warzecha, audio engineer; Gloria Pitagorsky, managing director/partner. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, producer. Finishing/VFX The Mill Bethan Phillips, Luke Proctor, producers; Anton Anderson, David Forcada, Justin Kell, Jamie Scott, Drew Maloney, Sam Caine, Corey Brown, VFX artists.


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