Ruby Love, a femtech period apparel company, is taking a more lighthearted approach to a sometimes awkward problem for girls and women – the shame and anxiety of getting their periods in public situations.
Ruby Love worked with Jamestown by Harmon Brothers – of Poo-pourri and Squatty Potty fame – to make a longform digital ad introducing ‘Period Pal’, a personification of an actual period that explains what it’s like to be menstrual flow, and how products from Ruby Love can save someone from embarrassment.
The video begins with a mother reminiscing with her teen daughter about her early period memories, stating that they can be “rough”. Then ‘Period Pal’ pops in – a woman wearing all red, who talks about how rough it can really be. She brings back experiences for mom like an embarrassing leak at school caused by a sneeze, plus camps and slumber parties. Each time, ‘Period Pal’ emerges in a flash of red and a loud announcement.
As the woman talks to her daughter about her first period, ‘Period Pal’ recommends that her daughter try Ruby Love, a range of personal care products that includes underwear, activewear, swimwear and loungewear all featuring the brand’s gusset which offers maximum absorption and protection against leaks and stains.
Jamestown Films by Harmon Brothers