The spot aims to depict real individuals - women, men, and various genders - in all their diversity, in order to break taboos surrounding menstruation. A localized or generalized unpleasant sensation affects the vast majority of women+ from their first to their last period, regardless of location or economic status, causing mild to severe physical, emotional, and social discomfort. The ad strives to normalize and raise awareness among women about issues related to periods and pain, aiming to positively stimulate conversations and break taboos. Although periods are a part of the lived experience for women in Argentina, only two in five have discussed them with their partner. Additionally, experiencing period pain is an accepted reality for both genders in the country. This commercial seeks to create an emotional connection with Argentine and Chilean consumers.

The directors aim to portray these moments of intimacy and pleasure in a very realistic way, employing a sensitive eye to represent a diverse range of emotions through the actresses performances. Using close-up shots, looking for the right distance to capture the character’s sensations, their temperature, their raw pleasure. Sound design plays a crucial role in enhancing the realism of the scenes, creating a rhythm with natural sounds that immerse us in the character’s experiences.

The commercial was well received by the target audience in terms of quality, with positive feedback on social media and in post-campaign testing. The quantitative evaluation is still very recent due to the short time the spot has been on air.