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Bodyform “Blood” 2016

Bodyform “Blood” (2016) is a Bodyform commercial directed by Jones+Tino for AMV BBDO, produced by Stink. It won 12 awards, including Cannes Lions 2016 Film Gold (Fast Moving Consumer Goods), LIA 2016 Gold — TV/Cinema/Online Film / Cosmetics/Toiletries/Pharmaceuticals and British Arrows 2017 Best Over 60 and up to & Including 90 Second Gold.

This ad challenges the perception of blood as a weakness, showcasing women overcoming physical challenges and injuries in sports and dance, culminating in a powerful message about female strength.

Video: Bodyform UK on YouTube

Shot by shot

  1. A female rugby player with braided blonde hair and blood on her face looks determined on a dark field at night.© Bodyform0:01
  2. A young Black woman, wearing a pink athletic jacket, breathes heavily with sweat on her face, in a close-up shot.© Bodyform0:05
  3. A young Black woman in a pink tracksuit runs through a sun-dappled forest path covered in autumn leaves.© Bodyform0:10
  4. A woman in a pink top and dark shorts runs on a path covered in autumn leaves, then trips and falls forward.© Bodyform0:14
  5. A close-up shot shows a woman's leg with a bloody scrape, as she sits on the ground surrounded by fallen autumn leaves.© Bodyform0:20
  6. A female ballet dancer with her hair in a bun, wearing a light-colored top, dances gracefully in a dimly lit studio.© Bodyform0:22
  7. A female ballet dancer's feet, clad in white tights and black leg warmers, are shown on a wooden floor, with a small amount of blood visible on one toe.© Bodyform0:24
  8. A female rock climber in a blue jacket and green pants scales a steep, rocky cliff face under an overcast sky.© Bodyform0:27
  9. A close-up shot shows a person's hands, covered in blood, as they are held out in front of them, possibly after an injury.© Bodyform0:31
  10. A young woman with dark hair leans against a blue tiled wall, eyes closed, looking pained or contemplative in an interior setting.© Bodyform0:46
  11. A woman's legs run through a forest path covered in autumn leaves, with a streak of blood visible on her leg.© Bodyform0:52
  12. A young woman with a bloody nose looks intensely at the camera, her face filling the frame in a dramatic close-up.© Bodyform0:57

Stills © Bodyform. Made by AMV BBDO, Stink and Jones+Tino.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Blood is not a weakness; it's a sign of strength and resilience.

Tagline: “NO BLOOD SHOULD HOLD US BACK”

women in sportsovercoming adversityblood as a symbolmontage of struggleempowerment through challengedefying societal norms

The cut

Length
62 s
Shots
51
Average shot
1.2 s

What creatives use Bodyform “Blood” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Bodyform “Blood”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A female rugby player with braided blonde hair and blood on her face looks determined on a dark field at night.© BodyformA young Black woman, wearing a pink athletic jacket, breathes heavily with sweat on her face, in a close-up shot.© BodyformA young Black woman in a pink tracksuit runs through a sun-dappled forest path covered in autumn leaves.© BodyformA woman in a pink top and dark shorts runs on a path covered in autumn leaves, then trips and falls forward.© Bodyform
    Frames from Bodyform “Blood”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Bodyform “Blood” in order, with its length, framing and what happens in it.

    A female rugby player with braided blonde hair and blood on her face looks determined on a dark field at night.© BodyformA young Black woman, wearing a pink athletic jacket, breathes heavily with sweat on her face, in a close-up shot.© BodyformA young Black woman in a pink tracksuit runs through a sun-dappled forest path covered in autumn leaves.© BodyformA woman in a pink top and dark shorts runs on a path covered in autumn leaves, then trips and falls forward.© BodyformA close-up shot shows a woman's leg with a bloody scrape, as she sits on the ground surrounded by fallen autumn leaves.© BodyformA female ballet dancer with her hair in a bun, wearing a light-colored top, dances gracefully in a dimly lit studio.© Bodyform
    Length: 62 s · Shots: 51 · Average shot: 1.2 s

  3. 03Ad ideas: every spot built on a overcoming adversity

    Before you present an idea, you need to know who has done it, and how.

    Bodyform “Blood” is built on a overcoming adversity. Search the library by idea to see every spot that uses it.

    Nike “You Can't Stop Us”© NikeCoca-Cola “I Love You Hater”© Coca-ColaChannel 4 “Meet the Superhumans”© Channel 4Biogen “Friedreich and I”© Biogen
    Nike · Coca-Cola · Channel 4 · Biogen

More commercials by Jones+Tino

  • SCA "Blood" (2017) commercial still© SCASCA “Blood” 2017Dir. Jones+Tino · AMV BBDOBritish Arrows Gold 2017
  • ORANGE International "Orange Football" (2019) commercial still© ORANGE InternationalORANGE International “Orange Football” 2019Dir. Jones+Tino · Publicis ConseilClio Awards Silver 2020
  • HORNBACH Baumarkt "Smashing The Cliches" (2017) commercial still© HORNBACH BaumarktHORNBACH Baumarkt “Smashing The Cliches” 2017Dir. Jones+Tino · HEIMATEpica Bronze 2017
  • Kaiser Permanente "Overcome" (2017) commercial still© Kaiser PermanenteKaiser Permanente “Overcome” 2017Dir. Jones+Tino · TranslationClio Awards Bronze 2017
  • Libresse "Blood" (2017) commercial still© LibresseLibresse “Blood” 2017Dir. Jones+Tino · AMV BBDOClio Awards Bronze 2017
  • IKEA "Win At Sleeping" (2017) commercial still© IKEAIKEA “Win At Sleeping” 2017Dir. Jones+Tino · MotherBritish Arrows Bronze 2017

More from AMV BBDO

Award-winning beauty & personal care commercials

Questions

Who directed the Bodyform “Blood” commercial?

Jones+Tino directed it, produced by Stink, for the agency AMV BBDO.

Which agency made Bodyform “Blood”?

AMV BBDO created it for Bodyform (2016).

What awards did Bodyform “Blood” win?

12 awards, including Cannes Lions 2016 Film Gold (Fast Moving Consumer Goods), LIA 2016 Gold — TV/Cinema/Online Film / Cosmetics/Toiletries/Pharmaceuticals, British Arrows 2017 Best Over 60 and up to & Including 90 Second Gold and British Arrows 2017 Household Goods Gold.

What is the tagline of Bodyform “Blood”?

“NO BLOOD SHOULD HOLD US BACK”

Sources for the credits and awards

The WorkThe Workbritisharrows.comdandad.orgweb.archive.orgliaawards.com