Buh-bye bright white tennis gear and grinning rollerblading women.

Buh-bye weird blue please-don’t-offend-us-with-your-monthly-blood-let’s-pretend-it’s-not-happening liquid.

Buh-bye vague allusions to absorbency and grimacing women gently touching their stomachs.

Buh-bye shrieking lady actually brandishing a red present.

It’s taken a while, but there’s finally an advert for sanitary pads that actually addresses the fact that having a period involves – dun dun durrrrrr – blood.

Bodyform’s storming new ad, which you can watch in full below, features several women playing sports, biking, hiking, generally being physically active and ignoring the fact they’re bleeding.

And it doesn’t shy away from it, showing a ballerina peeling bandages from her bloodied toes and boxers getting full-on hit in the face, before ending with the tag line, “No blood should hold us back”.

Sorry weirdly happy rollerblading woman in white, here's a sanitary pad advert with actual blood