Here’s a line I never thought I’d write today: This tampon commercial is pretty great.

It comes from Always and aims to challenge the idea that doing something “like a girl” is an insult. From Always:

Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty’s really no picnic either, it’s easy to see what a huge impact it can have on a girl’s self-confidence.

We’re kicking off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and making a start by showing them that doing it #LikeAGirl is an awesome thing.

Sure, it’s an advertisement that probably uses actors and, ultimately, is designed to sell a product, but it’s sending a pretty great message along the way.