After Richard Neil, a disgruntled male temporarily fooled by the excitement of Bodyform adverts, humorously expressed his anger over the “lies” they have been spreading about that “time of the month” – and received over 97,000 Facebook likes and 4,777 comments to date – the company decided to come up with a social media response to his comment.
Firstly, here’s Richard Neil’s Facebook rant:
“Hi, as a man I must ask why you have lied to us for all these years. As a child I watched your advirtisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous. I mean bike riding, rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy, ‘blue water’ and wings!! Dam my penis!! Then I got a girlfriend, was so happy and couldn’t wait for this joyous, adventurous time of the month to happen…you lied!! There was no joy, no extreme sports, no blue water spilling over wings and no rocking soundtrack, oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving, gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin. Thanks for setting me up for a fall bodyform, you crafty bugger.”
In a slice of marketing genius, Bodyform released a tongue-in-cheek video, featuring the company’s fake CEO, Caroline William (“Unfortunately Bodyform doesn’t have a CEO. But if it did she’d be called Caroline Williams.” – Bodyform’s FB page), who apologizes for lying and reveals the truth about what happens during a woman’s period. So far the video has received 2,865,000 views.
Bodyform’s advertising agency Carat did the co-ordination for the video response and their idea was scripted and filmed by Rubber Republic, who according to the brand’s Brand Controller Yulia Kretova, has made steps forwards in “breaking down the taboo around Bodyform and periods [that] has always been a challenge…”
And here’s the sort of retro advert (released over 5 years ago) that caused poor Richard to buy into the lie in the first place: