The British maxi-pad company Bodyform has released a video responding to a Facebook user’s sarcastic rant. The ad features an actress playing the company’s CEO, who apologizes to the man for the company’s allegedly misleading advertising.

On October 8, Richard Neill wrote on Bodyform’s Facebook page, “Hi, as a man I must ask why you have lied to us for all these years. As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous. I mean bike riding, rollercoaster, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings!!”

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Bodyform replied in a video published on Tuesday (below), in which “CEO Caroline Williams” admitted, “We lied to you, Richard.”

The innocuous blue water and “rocking soundtrack” were used in Bodyform’s advertising to protect Neill and other men “from the harsh realities of womanhood,” she said.

Showing clips of weeping, horrified men, Williams explained that being honest with men about menstruation went very badly for the company when it tried a more honest approach with focus groups in the 1980s.

“The cramps, the mood swings, the insatiable hunger,” she said, were more than men could cope with, not to mention “the blood coursing from our uteri like a crimson landslide.” Therefore, Bodyform decided to use blue water and pleasant euphemisms in its advertising, so as not to offend the delicate sensibilities of males.

And then Williams drank some blue water and farted. Because she is amazing.

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Watch the video, embedded via YouTube, below: