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Period commercials have been lying to us. Whether they use pretty, aquamarine-coloured liquid as fake blood or that all-too familiar single, red dot, ads consistently fail to capture the true complexity of a period. And don’t get us started on those ads with women smiling and galloping around in beautiful dresses like the pure flowers they’re meant to be while on their periods (as if we’d feel like wearing anything other than sweatpants). Unfortunately, we can only wish our periods were that tame.

A British menstrual hygiene company called Bodyform teamed up with an ad agency called AMV BBDO and achieved the impossible: they just gave advertising companies (and everyone else, really) a reality check about periods. In the commercial, “Blood,” women push themselves to their limits to reach their goals. With bloodied feet and scratched up hands, with wounded faces and scraped knees, the women continue to push forward, achieving anything and everything. Because, as the ad so wisely states, “no blood should hold us back.”

It’s no secret that we live in a society that encourages us to hide our periods, partially out of modesty and partially out of shame. Even a trip to pick up a box of tampons or a bag of pads is often accompanied with a sheepish, red face. Considering how it’s taboo to even speak about our periods (fun fact: the word “period” wasn’t used in an ad until 1985), this commercial defies social stigma to send a loud and clear message: you are powerful, even when it’s that time of the month.