Earlier this week, Australian company Unicharm released the following "Ugh Moments" commercial for their menstrual products brand, Sofy BeFresh. View this video on YouTube youtube.com The premise involves a woman realizing the appearance of her "ugh" alter ego means her period is on its way. youtube.com What makes this alter ego worthy of the "ugh" title? She's several sizes bigger than her normal, non-menstruating counterpart, and has a bad attitude. youtube.com Throughout the commercial, this "ugh" version of a normally sweet and thin woman grows into a veritable rage machine. Tap to play GIF Tap to play GIF youtube.com Advertisement And in addition to playing on the stereotypes of larger people constantly eating and being lazy... Tap to play GIF Tap to play GIF youtube.com ... the commercial also explores the offensive trope of a woman's inability to exercise rational thinking while on her period. Tap to play GIF Tap to play GIF youtube.com Seriously. SHE THREATENS A PIZZA GUY. Tap to play GIF Tap to play GIF youtube.com And then tries to attack the thin, "good" version of herself, of course. youtube.com Women hate anyone thinner than them, you know. Advertisement Unsurprisingly, social media users aren't thrilled about the whole thing. Alecia Snape @Felix786 Periods are disgusting just like larger women. #SofyBeFresh 12:25 PM - 18 Aug 2015 Reply Retweet Favorite View this post on Facebook Facebook: treatyourselfwellhealthandwellnessprogram Hayley Hughes @fashionhayley I will never buy #sofybefresh and I encourage you all to do the same. Why support a company which uses fat shaming to market it's product? 11:39 AM - 19 Aug 2015 Reply Retweet Favorite Newsflash: When you vilify your target customer, this is the reaction you can expect. Tap to play GIF Tap to play GIF youtube.com BuzzFeed Life has reached out to both Unicharm and creative agency J. Walter Thompson, whose Melbourne branch conceptualized the campaign, for comment. Share On facebook Share On facebook Share On vk Share On vk Share On pinterest Share On pinterest Share On lineapp Share On lineapp Share On twitter Share On twitter Share On email Share On email Share On sms Share On sms Share On whatsapp Share On whatsapp Share On more Share On more Share On tumblr Share On tumblr Share On link Share On link Share On copy Share On copy Omg It's Prime Day!