If you've been hearing people bang on about that "brilliant Bodyform video" in response to something someone said on Facebook, but you've not bothered to watch it yet: WATCH IT NOW.
This video is perhaps the best response I've seen by a brand to a playful-yet-snarky social media comment, but it's also the best feminist response I've seen since Hillary Clinton put the smack down on a reporter who dared asked who her favourite designer was. (Answer: "Would you ever ask a man that question?")
The comment, left by Richard Neil, was a hilarious description of why he feels he's been lied to his entire life by Bodyform's adverts:
As this comment itself had "gone viral", getting over 80,000 likes in just seven days, rather than just giving a standard, corporate response, Bodyform decided that Richard deserved a viral-worthy response.
The response was a very tongue-in-cheek video from Bodyform's "CEO" Caroline Williams, explaining, whilst sipping a glass of that iconic blue water, why Bodyform has used rollerblading, horseback riding and sky diving in its adverts: "Some people simply can't handle the truth."
This video is the perfect example of how feminist issues like the taboo surrounding periods (and, apparently, women farting) should be addressed. Obviously, abortion can't be lol-ed away with a snarky video - but the attitude that Bodyform has taken is absolutely superb. It's witty, sharp and hilarious, but manages to make its point at the same time.
It's a fantastic example of how Femfresh could have tackled the response to its "Woo-hoo for your froo-froo" adverts.
Now, if you'll excuse me, I need to go download the Bodyform jingle for my new ring tone...