Back in the ’90s, this commercial for Libra was a world first, breaking the biggest taboo in the fempro category.

Back then, young girls could be forgiven for thinking that getting your period somehow involved leaking blue ink.

We were told by the taste and decency police within Australia’s Federation of Commercial Television Stations (FACTS) not to even bother shooting the commercial, they would never allow it to be screened on Australian commercial television.

But a brave client, and a tenacious and strategic account director enabled us to win the day.

It certainly looked like blood, but cunningly disguised in a film noir murder mystery storyline, directed by David Deneen of Filmgraphics, we were able to argue that the liquid on the floor was water from an upturned vase. It stymied the complaints board, and went on to be extraordinarily successful for the client.

A fun shoot, and one of my favourites in nearly 20 years writing TVCs.

Writer: Sarah Hatherley

Art Director: Sarah Barclay

Strategy/Account Director: Diane Metcalfe

Agency: Clemenger BBDO (Melbourne) circa 1996.