Talking about periods has been so taboo for so long that it’s commonly been referred to by the time frame associated with it—read: it’s that time of the month—instead of its name. A wonderful new spot for Book of the Month (a club that sends members a book per month) from creative shop Partners and Spade uses that association and flips it on its head.
“When I heard the idea at first I was like, ‘Oh, it’s going to be a bunch of period jokes. This could go really wrong. It could be really offensive or making fun of women,'” said director Marielle Heller, who has worked with brands like Crate and Barrel, Kate Spade and Secret, as well as directed the feature The Diary of a Teenage Girl.
Heller continued: “But as soon as I read the treatment and then the script, I realized it was really funny. I always like things that kind of take away the taboo of periods. I thought it was a fun little twist and something that would stick in someone’s mind.”
The 30-second spot is the first ad for the club. It showcases different vignettes of women talking about how it’s that time of the month as the audience assumes these women are talking about their periods until the final reveal.
“We have such a smart, engaged audience in our members, who are 95 percent female, and we wanted to create a spot that would focus on our brand experience and communicate the excitement our members feel when they get their BOTM boxes,” said Jenny Dwork, head of content and partnerships at Book of the Month. “We wanted the spot to be fun and funny, without being patronizing.”
“Having a bunch of women talk about their periods as if it’s the most positive thing to happen to them all month is something I enjoyed,” noted Heller.