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Bodyform “Never Just a Period” 2025

Bodyform “Never Just a Period” (2025) is a Bodyform commercial directed by Lucy Forbes for AMV BBDO, produced by Smuggler. It won 27 awards, including Cannes Lions 2025 Film Gold, One Show 2025 Gold Pencil — Moving Image Craft & Production and Clio 2025 Gold — Film Craft / Direction.

This ad challenges the stigma and misinformation surrounding periods, showcasing diverse experiences from first periods to menopause, emphasizing that it's never just a period.

Video: Bodyform UK on YouTube

Shot by shot

  1. A diverse group of women and girls in a pink-red room with a conductor in the center, playing various instruments.© Bodyform0:03
  2. A young girl with light brown hair in a green sweater looks up with a worried expression in a pink-tiled bathroom.© Bodyform0:13
  3. Bodyform “Never Just a Period”, shot 15© Bodyform0:20
  4. A close-up shot of a tampon instruction manual with diagrams and text in multiple languages, emphasizing the product's ergonomics and proper usage.© Bodyform0:31
  5. A wet Yorkshire Terrier sits in an orange bowl, looking up at the camera, with a search bar overlay asking "Why does my discharge smell like wet dog?"© Bodyform0:39
  6. A female doctor in red scrubs and gloves holds up a speculum-like object, looking at the camera, with a patient's feet in pink cherry socks visible in the foreground.© Bodyform0:46
  7. A young woman with curly hair sits on a stool, looking at her reflection in a mirror in a dimly lit bedroom.© Bodyform0:55
  8. A stop-motion animation shows a paper cutout of a woman in a pink bikini walking across a calendar from March to April, with "STOPPED TAKING PILL" circled on March 2nd.© Bodyform1:08
  9. A woman with pale skin and dark hair lies in a bed with white sheets and a green patterned blanket, looking distressed.© Bodyform1:19
  10. A young woman with glasses plays the violin with intense focus, surrounded by other musicians and red draped fabric in a warm, intimate setting.© Bodyform1:37
  11. Three colorful, molded gelatin desserts, one pink with dark topping, one red, and one orange and white, are displayed on a glass plate.© Bodyform1:47
  12. A stylized animated woman in a pink bikini swims through a dark red, cloudy, and reflective environment with the text "IT'S LIFE" in the center.© Bodyform1:56

Stills © Bodyform. Made by AMV BBDO, Smuggler and Lucy Forbes.

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

The idea

A musical journey through the diverse, complex, and often misunderstood world of periods.

Tagline: “LIVE FEARLESS. IT'S TIME FOR A WORLD THAT ACTUALLY UNDERSTANDS OUR BODIES.”

musical numbersanimated charactershistorical art referencessearch bar queriesdiverse castslice of life vignettes

The cut

Length
145 s
Shots
102
Average shot
1.4 s
Format
mixed

What creatives use Bodyform “Never Just a Period” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Bodyform “Never Just a Period”? 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 diverse group of women and girls in a pink-red room with a conductor in the center, playing various instruments.© BodyformA young girl with light brown hair in a green sweater looks up with a worried expression in a pink-tiled bathroom.© BodyformBodyform “Never Just a Period”, 0:20© BodyformA close-up shot of a tampon instruction manual with diagrams and text in multiple languages, emphasizing the product's ergonomics and proper usage.© Bodyform
    Frames from Bodyform “Never Just a Period”

  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 “Never Just a Period” in order, with its length, framing and what happens in it.

    A diverse group of women and girls in a pink-red room with a conductor in the center, playing various instruments.© BodyformA young girl with light brown hair in a green sweater looks up with a worried expression in a pink-tiled bathroom.© BodyformBodyform “Never Just a Period”, 0:20© BodyformA close-up shot of a tampon instruction manual with diagrams and text in multiple languages, emphasizing the product's ergonomics and proper usage.© BodyformA wet Yorkshire Terrier sits in an orange bowl, looking up at the camera, with a search bar overlay asking "Why does my discharge smell like wet dog?"© BodyformA female doctor in red scrubs and gloves holds up a speculum-like object, looking at the camera, with a patient's feet in pink cherry socks visible in the foreground.© Bodyform
    Length: 145 s · Shots: 102 · Average shot: 1.4 s · Format: mixed

  3. 03Ad ideas: every spot built on a musical numbers

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

    Bodyform “Never Just a Period” is built on a musical numbers. Search the library by idea to see every spot that uses it.

    PETA “Good Shit”© PETALaura Hyde Foundation “The Feelings”© Laura Hyde FoundationMeta “A (Slightly) Life-Changing Story”© MetaBudweiser “Lyrics”© Budweiser
    PETA · Laura Hyde Foundation · Meta · Budweiser

More commercials by Lucy Forbes

  • Libresse "Never Just a Period" (2025) commercial still© LibresseLibresse “Never Just a Period” 2025Dir. Lucy Forbes · AMV BBDOEurobest Grand Prix 2024
  • Waitrose "Sweet Suspicion" (2025) commercial still© WaitroseWaitrose “Sweet Suspicion” 2025Dir. Lucy Forbes · Saatchi & SaatchiBritish Arrows Gold 2025
  • Essity "Never Just a Period" (2024) commercial still© EssityEssity “Never Just a Period” 2024Dir. Lucy Forbes · AMV BBDOCiclope Silver 2024
  • Three Mobile "Let Fun In" (2026) commercial still© Three MobileThree Mobile “Let Fun In” 2026Dir. Lucy Forbes · Wonderhood Studios
  • Starling Bank "The Dessert" (2024) commercial still© Starling BankStarling Bank “The Dessert” 2024Dir. Lucy Forbes · Wonderhood Studios
  • adam&eve\TBWA "PlayOJO" (2018) commercial still© adam&eve\TBWAadam&eve\TBWA “PlayOJO” 2018Dir. Lucy Forbes · adam&eve\TBWA

More from AMV BBDO

Award-winning beauty & personal care commercials

Questions

Who directed the Bodyform “Never Just a Period” commercial?

Lucy Forbes directed it, produced by Smuggler, for the agency AMV BBDO.

Which agency made Bodyform “Never Just a Period”?

AMV BBDO created it for Bodyform (2025).

What awards did Bodyform “Never Just a Period” win?

27 awards, including Cannes Lions 2025 Film Gold, Cannes Lions 2025 Film Gold (Healthcare), One Show 2025 Gold Pencil — Moving Image Craft & Production and Clio 2025 Gold — Film Craft / Direction.

What is the tagline of Bodyform “Never Just a Period”?

“LIVE FEARLESS. IT'S TIME FOR A WORLD THAT ACTUALLY UNDERSTANDS OUR BODIES.”

Sources for the credits and awards

The WorkThe Workbritisharrows.comclios.comoneclub.org2025.liaentries.com2025.liaentries.com2025.liaentries.com2025.liaentries.comThe WorkThe Workcreativecircle.co.uk