Midol - Comfort is Power (2022) 1:34 (USA)

A woman at a nightclub discovers she has her period. A waitress carries plates and breaks the fourth wall by telling the camera "we're pretty freaking resilient".

"Every single month, without fail, we go on this rollercoaster" - women from all walks of life and in all sorts of situations tell about PMS and how we grin and bear it. It ends by saying that taking a break and taking the day off is powerful.

Well, yeah, I can agree with that but when I turn to Midol it's usually me saying to myself or my daughter "don't be a hero", it's okay to use some pain relief that also helps with the bloat and the tiredness. We're northerners, see, and have this odd thing about trying to take as few medications as possible in life as if it's some sort of high score to break. Literally had her without any pain relief at all, to put things into perspective.

But sometimes man, sometimes you really should just take a Midol, a break, and a big glass of water. Because after twenty minutes it'll all feel better and you can get on with it. Whatever it is. 

Title:   Comfort is Power

Brand:   Midol

Entrant Company:   MullenLowe New York

Agency:   MullenLowe New York

Production Company:   Pulse Films

Editing Company:   Marcello Saurino

Sound Company:   Guido Smider

Creative Director:   Executive Creative Director: Ricard Valero

Director: Marco Gentile

Creative Director: Adrien Bindi

ACDs, Writer: Tara Nelson

Head of Design: João Paz

Designer: Isobel Connelly

Head of Strategy: Jonny Gadd

Group Strategy Director: Andrea Schulz

Managing Director: Rebekah Pagis

Group Account Director: Suzanne Barbosa

Account Directors: Jennifer Cross

Account Executive: Caitlin Fryer

Account Executive: Amber Calhoune

Production Agency: Oliver

Executive Producer: Ali Watson

President: Davud Karbassioun

Executive Producer: Nick Fuller

DP: Dustin Lane

Head of Production: Clark Farrell

Producer: Sparky Pomeroy

Production Service Company: Oriental Films