Feminax changed my life. It really did. The codeine-laced painkiller was the first drug that actually worked to calm my period cramps, meaning I no longer had to skip school, cinema trips or just walking to the store for a few days each month. I had already tried prescription painkillers to no avail, so was rather impressed with this over-the-counter miracle. It's a little embarrassing, but I once actually emailed Bayer, the big, ruthless drug manufacturer to THANK them. I also wrote a poem, entitled "Ode to Feminax", so yeah, it's afe to say, I am quite the fan.

The commercial I just saw on tv, however? Not so much. Ugh, way to go ahead and lose fifty cool points, Feminax. For one, it's just a shitty advert of the same calibre as a Glade air freshener commercial. But on top of this it throws lame gender stereotypes into the mix. Woman [presumably menstruating] sitting on couch next to her boyfriend who is doing nothing wrong except engaging in normal human behaviour like breathing, smiling and ..okay, maybe flicking a booger onto the carpet. Lady overreacts slightly by catapulting the dude out the window and into the distance, ejector-seat style. Whoa, lady!

"If only getting rid of all pains was as fast as with Feminax Express...".

A pain? Way harsh, Tai! If only you weren't being a crazy, violent asshole to your boyfriend just because you're on the rag. This is one of those ads where if they switched up the genders, it probably wouldn't even be aired because it would be considered as promoting domestic violence against women. Apart from that double standard, we also have the stereotypes that women are irrational, crazy bitches during their periods [and they're "allowed"] and that boyfriends are basically overgrown babies but worse because they sweat more. Check out Sarah Haskins' clip on the "doofy husband" archetype for a decent and hilarious overview. While you're at it, check out her other Target Women clips especially Number Two, Jewellery and Feeding Your Fucking Family, because Sarah Haskins is awesome and knows badvertising when she sees it.

I still love you though, Feminax, and I meant every word of that ode.

xoxo

No, I'm staring at your weak-ass word play.

High five to the Advertising Standards Authority for Ireland which has just ordered Largo Foods to withdraw its advertising campaign for Hunky Dorys crisps after complaints from the public that the images were sexist and degrading.

The advertisements which were shown nationwide on billboards and in newspapers featured cleavage bearing "hot chicks" in rugby poses with the caption "Are you staring at my crisps?".

But wait a second, these ladies aren't even eating any crisps! Where is the logic in this?! Ohhhhh I get it, crisps sounds a little bit like tits! "Are you staring at my tits?" That's better. Mystery solved.

The ads also have a footer indicating they are "sponsors of Irish Rugby" which the Irish Rugby Football Union were none too pleased about as it implied they were major donors when actually they only sponsor some small club like Navan who, let's face it, are not even a real team. I guess the IRFU were pissed that a big brand was trying to cash in, and also stated that Irish Rugby has a family focus and they do not wish to be associated with the images.

Personally, my biggest problem with the campaign is that is simply highlights how much women are isolated from sports in Ireland. Rugby has gotten huge here over the last few years, and we've been kicking ass at it. But I've yet to see a game with female teams on television. So it just seems like a joke to me that this campaign features gorgeous women wearing what don't look like legit rugby uniforms to me.. While I'm not sure I agree with the idea that the images "degrade women" [ images don't degrade women, people do], I do think they undermine female athletes by promoting the idea that women only belong in contact sports when they're beautiful and showing off their bodies, and even then they are still just a punchline.

On top of that, I dislike the billboards for other reasons. It's lazy. It's old. It's not even a good pun.

Pretty pleased about the simple fact that people complained, and were taken seriously. Hopefully one day, women's sports will be taken seriously here too.