Period underwear advertising is still subject to rules hell-bent on inhibiting creativity. Happily, creatives throughout the world have been taking on the challenge. For Kimberley-Clark’s new brand, Thinx, BBDO LA and BBDO Atlanta’s creatives have relied on humour. 12 Hour Period Road Trip takes advertising humour to very relatable place with a series of scripted and unscripted films featuring straight-shooting comedian, Natasha Leggero and comedian, X Mayo.

The 12-hour road trip, that highlights Thinx’ new LeakSafe Barrier that promises 12-hour protection, is broken down into a 2-minute film, plus 30-second and 15-second edits. The humour is anything but sophisticated; it’s exactly the kind of nonsense fun that would typify a real road trip.  

The footage was shot in a single day while both women were on their periods.

The new campaign is very different in tone and purpose from Thinx’ Get Bodywise campaign by BBDO LA that launched in March, that illustrated how societal menstruation stigmas are perpetuated in AI, highlighting the need for education to break the cycle of stigma surrounding women’s health.