Midol’s message of menstrual candour
The pain relief brand’s frank campaign reveals the bloody reality of periods.
Credits
powered by- Agency MullenLowe/MediaHub - New York
- Production Company Pulse Films/USA
- Director Marco Gentile
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by- Agency MullenLowe/MediaHub - New York
- Production Company Pulse Films/USA
- Director Marco Gentile
- Associate Creative Director/Copywriter Tara Nelson
- Executive Creative Director Ricard Valero
- Head of Design Joao Paz
- Executive Producer Nick Fuller
- Head of Production Clark Farrell
- Production Services Oriental Films
- Executive Producer Diego Robino
- Producer Manolo Farachio
- Producer Sparky Pomeroy
- DP Dustin Lane
- Production Designer Lucia Rodriguez
- Editor Marcello Saurino
- Sound Designer Guido Smider
- Colorist Daniel Pallucca
- Creative Director Adrien Bindi
- Executive Producer Ali Watson
Credits
powered by- Agency MullenLowe/MediaHub - New York
- Production Company Pulse Films/USA
- Director Marco Gentile
- Associate Creative Director/Copywriter Tara Nelson
- Executive Creative Director Ricard Valero
- Head of Design Joao Paz
- Executive Producer Nick Fuller
- Head of Production Clark Farrell
- Production Services Oriental Films
- Executive Producer Diego Robino
- Producer Manolo Farachio
- Producer Sparky Pomeroy
- DP Dustin Lane
- Production Designer Lucia Rodriguez
- Editor Marcello Saurino
- Sound Designer Guido Smider
- Colorist Daniel Pallucca
- Creative Director Adrien Bindi
- Executive Producer Ali Watson
In the same stable – or cubicle – as AMV BBDO’s groundbreaking #bloodnormal campaign for Essity, this bold film created by MullenLowe New York aims to dispel the myths and taboos around period pain and discomfort.
Directed by Marco Gentile, through Pulse Films, Comfort is Power, acknowledges how those who menstruate are bombarded with messages of empowerment that can add pressure to live up to an unrealistic goal of constant strength.
The work reinforces the idea that sometimes the most powerful thing we can do in the face of the bothersome bleed is be vulnerable.
Rebekah Pagis, Managing Director at MullenLowe NY commented: “We live in a society that has normalised discomfort. A society that tells us pushing through pain makes us more powerful. One that suggests we don’t speak about the discomfort that menstruation brings every single month. Our aim with this new Midol work was to simply be truthful and for the work to be a reflection of all ethnicities, body types, and gender expressions.”