Comedian Natasha Leggero is known for her candid, straight-shooting comedic style, which made her the ideal choice for period underwear maker Thinx’s latest ad launched Tuesday morning.

Joined by fellow comic X Mayo, Leggero embarked on a 12-hour road trip through southern California to showcase Thinx’s leakproof protection during various activities and situations. 

The campaign, which was created in partnership with ad agency BBDO and production company Stevey Unlimited, consists of 7 videos rolling out over the next few weeks on Thinx’s social media accounts and digital channels. It also features a mix of scripted and unscripted moments from the day-long shoot.

“What’s the craziest thing you ever did while you were on your period?” Mayo asked in one video.

“Well, I had to take my kid to a water park and I leaked into the wave pool. I just blamed it on someone else,” Leggero joked.

Sara Plotkin, director of brand and creative at Thinx, told MM+M that Leggero’s brash comic persona aligns with the brand’s values of being unafraid and honest about periods. 

“It has always been important to us that we’re upfront with how we’re talking about periods and making sure that it’s not a subject that’s treated with any shame or embarrassment,” she said. “It just felt like her style and her sense of humor was a nice complement to that.”

Driving demand online and at retail stories as well as measuring engagement are two metrics that Thinx will be monitoring following the campaign’s launch. However, Plotkin also said boosting awareness for the reusable underwear category is another priority given the brand’s position in the market.

Like so many other women’s health companies, the campaign is another example of using humor and blunt relatability to destigmatize health conditions like menstruation.

It also offers a contrast to Thinx’s Get BodyWise campaign, which launched in late March, to tackle stigmas around periods and menstruation. Whereas this ad plays for laughs, Plotkin said Get BodyWise was deployed as an advocacy program focused on health education and body literacy.

The variety of ads speaks to the wide spectrum of Thinx’s audience and the product offerings it has available, including period underwear for teenagers to adults and different stages of life.

Since its founding in 2013, Thinx has prioritized empowering consumers through information as well as products that make them feel comfortable and protected, she noted. 

This allows the brand the flexibility to market around both educational resources and products in separate campaigns.

“We have a lot of license to do that because of the subject matter that our brand overlaps with,” she said. “Honestly, we’re just scratching the surface with what we could talk about as it pertains to women’s health body literacy. But we’re only one brand, so we’re doing what we can.”