SCA-Bodyform: Trapeze by AMV BBDO

Titled ‘Trapeze’, the ad juxtaposes a ‘stereotypical’ white leotard with the daring acrobatics of a real Trapeze artist. Shot from a first-person perspective, the creative builds on Bodyform’s Live Fearless brand positioning by following the gritty determination of a circus performer who doesn’t let her period hold her back. The ad also features another ‘first’ for the category – an in situ product demonstration of a real sanitary pad being placed on underwear.