White horses, blue liquid and much talk of "freshness": such are the markers of one of advertising's most awkward genres: the feminine hygiene product ad. Except in the case of a new ad from Australian company Libra Invisible. In just 30 seconds, Libra has proven not only that a pad ad requires none of those things, but that without them, such a commercial can be attention-grabbing, even funny.
The company's newest commercial features a lone dude sitting at home with a box of Libra maxi pads. Bored and solitary, what's a guy to do? Use the pads to create some awesome costumes, of course. With the help of the pads and their wings, our protagonist becomes Wolverine, a robot, a ninja and more. The fun only ends when the man's girlfriend comes home -- with her parents.
Since the ad is fairly entertaining on its own, it might not be apparent out of context just how revolutionary it is. Look closely: no butterflies, beach walks, and no white backgrounds, clothing, bikinis etc. None of the usual let's-sell-a-product-to-menstruating-women-by-pretending-no-one-menstruates tropes so typical of feminine hygiene advertising that even a Kotex ad poked fun at them in 2012. Someone find the genius behind this thing and give that person a medal.
There is probably a more critical, "End Of Men" way to read this commercial. It is, after all, yet another example of an Omega male -- a man who by all counts should be an adult, but never really grows up -- being humiliated by his girlfriend. And the source of said humiliation? One of the most feminine products in existence.
But for just a moment, we'll enjoy the new approach to advertising a product usually presented so absurdly -- and think about all the ways our maxi pads could come in handy this Halloween.
Related on HuffPost:
More:Australian Pad Ad Women And Advertising Feminine Hygiene Commercial Libra Invisible Commercial Australian Maxi Pad Ad
HuffPost Women sends stories about relationships, politics, sex, work, culture and body image, straight to your inbox three days a week. Learn more