A COMMERCIAL for U by Kotex, a new line from the 90-year-old feminine care brand, opens with an actress in her early 20s who says, “How do I feel about my period? I love it.”

She continues, “Sometimes I just want to run on a beach,” as footage shows a woman running along the shore. “Usually, by the third day, I really just want to dance,” she says, to footage of women dancing ecstatically. As blue liquid is poured on a pad in another clip, she concludes, “The ads on TV are really helpful because they use that blue liquid, and I’m like, ‘Oh, that’s what’s supposed to happen.’ ”

The spot, by the New York office of JWT, which is a part of WPP, closes with the text, “Why are tampon ads so ridiculous?” along with the campaign tagline, “Break the cycle,” before finally showing the new line of tampons, pads and liners. The commercial was scheduled to appear on television for the first time Monday.

The clips mocked in the spot are actually from Kotex commercials, some shown within the last year in the United States or Europe.