The encyclopedia · Advertising & PR · Marketing decision · 2026
A sleep-pants brand's AI ad joked about a girl's period smell — then blamed the AI
Babysheep's AI-generated ad had one character mock another for smelling like she was on her period, and support blamed the AI tool instead of the brand.
Babysheep · 2026-08-01
What happened
On August 1, 2026, Fujian sleep-apparel brand Babysheep (宝贝羊) published an AI-generated short video advertising its sleep pants. In the clip, one woman asks another whether she has her period, saying she can "smell it from back here."
The video spread on social media as an example of period-shaming used as ad content, with viewers noting the joke ran directly against the product's own target audience. When customers pushed back, the brand's customer service response pointed at the AI tool that generated the script rather than taking responsibility for approving it.
That response deepened the backlash rather than settling it. Babysheep pulled the video permanently and issued a public apology on August 6, 2026, five days after it first posted.
Why it happened
- Nobody reviewed the AI-generated script for content before it published, on a video advertising a period-adjacent product to the audience it mocked.
- Blaming the AI tool for the joke read as the brand dodging accountability for what it chose to publish under its own name.
- The five days between posting and apology let the clip circulate and be screenshotted well past the point a same-day pull would have contained it.
The lesson
An AI-generated ad still needs a human content review before it posts, and blaming the tool for a bad script only confirms nobody at the brand checked it.
Aftermath
Babysheep took the video down permanently and apologized publicly on August 6, 2026.
Sources
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