Even though I'm a guy, I know that there is something odd about most feminine hygiene ads. Just like everyone else, I took those health classes where the gym teachers struggled to explain our reproductive systems to us, so I have a good idea what happens when a woman's "time of the month" comes around.

So why do ads for maxi-pads and tampons always sugarcoat this process? That time of the month for most women seems to be one of great discomfort and, for some, downright pain. Then why do ads show women romping in fields, peacefully coexisting with nature while wearing white? And why do still other ads show how well their products worked by spilling blue liquid all over them?

Kotex was wondering the same thing. The ads for their new line of products agree that the old ads were pretty friggin' ridiculous. Here's one that makes fun of the "communing with nature" and "blue liquid" concepts:



The funny thing about these ads, according to The New York Times, is that the clips that these ads make fun of come from more standard Kotex ads that have recently aired here and in Europe.

It seems like the self-referential nature of the ad campaign got a number of networks squeamish, according to the Times. All three networks rejected the ad when it used the word "vagina" in it, and two of the three rejected it when it was reshot to use more euphemistic "down there." The version above eliminates any reference to that sensitive area.

Hopefully, one day, the networks will be a little less squirrely about what's a natural phenomenon. And, as much as advertising has been overrun by the smug and self-referential, in this case, an exception can be made. Why? Because what woman wouldn't find it refreshing to see a feminine hygiene ad where a woman is curled up in a fetal position on her couch? Or one where she sheepishly has to walk into a public bathroom because she's having an emergency?

It's 2010, folks. It amazes me how, despite the fact that 'Two and a Half Men' can do penis jokes at 9PM, Oprah can talk about her "vajayjay" at nine in the morning in some markets, and the Millionaire Matchmaker can blithely mention anal sex on every rerun of her Bravo show, a commercial can tell the truth about a woman's menstrual cycle.

And, guys, if women can put up with seeing ads like this one all day long, we can put up with women talking about their periods a little more frankly:



Stay tuned, because next week, I'll be talking about an ad that was produced in 2010, but feels like it was created by Don Draper.

[via The Consumerist]