When you imagine an ad for sanitary napkins or tampons, what comes to mind? Maybe a girl doing cartwheels on the beach while wearing white jeans, followed by a test tube of blue liquid being poured over an absorbent product place in what looks like a white vacuum? There's no denying that a leak-free period solution is very valuable, but many ads make it sound like periods are completely removed from women's bodies. That's changing. Videos from brands like HelloFlo have been changing the conversation about periods, bringing humor and wit onto the scene, and now there's even a feminine hygiene ad featuring real blood.

In a new ad going viral on Twitter, UK company Bodyform champions women in sports. The video shows women doing a variety of fitness activities, like running, rock climbing, surfing, playing rugby, and dancing en pointe, that actually cause them to bleed. But they power through it, just like many women power through their periods without a second thought. The slogan? "No blood should hold us back."

The spot was created by London agency AMV BBDO as part of a Bodyform campaign, Red.fit, which educates women on how their periods can affect their bodies at different points in their cycle. While of course some women do experience painful, even debilitating menstrual symptoms, it's refreshing to see an ad that empowers women to keep on doing what they're doing, blood be damned.

And honestly, the best part of this ad might be the woman in a full suit of armor, brandishing a sword while riding a white horse. Watch it for yourself below.

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