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Bodyform has moved away from showing smiling women riding horses and jumping out of planes in its advertising, instead offering the brutality of sport.

Abbott Mead Vickers BBDO created the ad, in which women are shown getting bruised and bloodied from sport but carrying on regardless. The endline is: "No blood should hold us back." The spot is part of a wider campaign called "Red.Fit", which aims to understand how menstruation affects women when they exercise and includes a partnership with three universities that hopes to deliver useful research.