Essity’s Newest Boundary-Pushing Ad Explores the Joy and Agony of Having a Womb

Campaign gives voice to they myriad ways women experience their bodies–from periods to pregnancy, and even miscarriage

Woman in pain on the bathroom floor
Agency AMV BBDO highlights the emotional and physical toll of menstruation, childbirth and miscarriage. Essity

If the narrative created by most ads was anything to go by, you’d think women from the age of puberty and beyond were put on this Earth to look good, have a few babies and then basically drop off the edge of the planet by the time they hit menopause—only to return in a cameo role as doting grandmother.

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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