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archive: SOFY BeFresh: Thanks, but we’ll get our pads elsewhere
Questions to Consider:
- What do you think of the SOFY BeFresh ad?
- What is this ad saying about women on their periods?
- What is this ad telling us about women’s bodies?
What We Think:
Those of us who get periods aren’t generally as excited about them as the countless white-clad, smiling actresses in tampon commercials make us out to be. This BeFresh pad advertisement from SOFY, however, goes way too far in the other direction. It features a young, thin woman who realizes she’s about to get her period because he’s suddenly face-to-face with her “ugh” alter-ego. According to SOFY, there are two simple characteristics that qualify a person as “ugh”: she has to be angry (because “period” = “rage monster”) and she has to be several sizes larger than her “normal” self (wait…what??). That’s right; the “ugh” girl is the big girl, and the “nice” girl is the thin one. SOFY also manages to play on almost every single negative stereotype attached to periods, be it bouts of irrationality (00:29), emotional instability (00:39), or literally being a serial killer (00:49). It seems people are divided on whether or not this is an appropriate depiction of what it’s like to have a period — it’s admittedly a break from the always-smiling, tennis-playing, dress-twirling women we usually see in these types of ads. However, there is something undeniably horrible about SOFY’s decision to cast a larger actress to portray the “undesirable” side of their skinny star. — Caitlin Wire
Where We Saw It:
August 25, 2015 SOFY BeFresh, UniCharm Australasia