Finally, there’s an end in sight for those frilly period commercials that show blue liquid to avoid the reality of menstruation. Bodyform, a U.K. company that makes pads and panty-liners, just changed the period game by launching an entire campaign around the idea of bleeding.
The Red.fit program kicked off with a commercial called “Blood,” which features female rock climbers, boxers, ballerinas and more, all bleeding from their rough athleticism. As the female athletes peel off bloodied ballet shoes, wipe away nose bleeds and continue fighting despite their wounds, they show that they don’t stop their sport when they see red. Finally, the words “no blood should hold us back” appear on-screen.
Watch the full commercial above.
More Must-Reads From TIME
- The 100 Most Influential People of 2024
- The Revolution of Yulia Navalnaya
- 6 Compliments That Land Every Time
- What's the Deal With the Bitcoin Halving?
- If You're Dating Right Now , You're Brave: Column
- The AI That Could Heal a Divided Internet
- Fallout Is a Brilliant Model for the Future of Video Game Adaptations
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time
Contact us at letters@time.com