Personally, it’s annoying that older women in ads are always on the heavy side (there’s one woman who isn’t in this spot). But this ad by AMV BBDO for Tena is so brave and such an outstanding rebellion against attitudes and stereotypes about older women that it would be churlish to whinge about it.

I hope this is the ad that shows all agencies what it means to understand and relate to older audiences. I hope it will be seen as the ad that changed everything. It deserves that.

The 60-second commercial, #Ageless, is part of Tena’s I will be me platform which aims to create a healthier and more open conversation about the issue of incontinence and female self-image. It jumps right into the topic through a series of personal revelations by older women about their own experiences with sex and intimacy. No doubt, it will make young people squirm. Good. Discomfort challenges attitudes. Its goal is to present positive realities of ageing for women and challenge perceptions around incontinence and the impact it has on women’s lives.

https://youtu.be/ryIxhhU7eBQ

The TVC was shot by Yorgos Lanthimos, director of awarded film, The Favourite. The script was developed with the women who star in it and is in their own words and reflective of real-life experiences. The women in the film were cast because of their authenticity and openness about how it looks and feels to be 55+. The set was also created to reflect their lives, featuring props from their own homes. Watercolour text and portraits by artist, Stina Persson, are featured in the wider campaign and express how bodies change in an empowering and intimate way.

The ad went to air on March 9 at 9pm in an advertising premiere on Channel 4, the launch facilitated by media agency, Zenith, and partnerships with Channel 4 and the Guardian – a first for the brand. Throughout this partnership, incontinence is faced head-on and with the frank, honest, no-nonsense tone for which Channel 4 and Guardian are known. The full campaign is being launched simultaneously across the UK, France and Germany, supported by above the line activity in TV and cinema, as well as podcasts and activations with French weekly women’s magazine, Femme Actuelle.

TENA has also partnered with Femtech brand, Je Joue, to send influencers an intimate device which improves pelvic floor strength as well as bringing pleasure, to demonstrate that wellness doesn’t have to have an age limit. This device is part of 200 #Ageless packs delivered to influencers across the UK, France and Germany, also featuring Hanx lubricant, kegel exercise instructions and TENA Silhouette underwear. An extensive spokesperson and influencer program rounds out the campaign and strengthens Tena’s role as the leader of the conversation about ageing and incontinence.

The campaign is underpinned by Tena’s new research examining women’s attitudes towards incontinence and intimacy in later life. The findings revealed that while nearly half (44%) of women under 35 think that bladder leakage will negatively affect their sex lives, only 10% of women over 50 say that it has. Older women are still not fairly represented in the media, according to Tena’s survey, and those that are represented are not relatable.

Lisa Myers, marketing manager, Tena, stated, “At Tena, we are on a mission to challenge the current perception that incontinence is something to be embarrassed about. The research findings clearly demonstrate that there is a huge disparity between younger and older women when it comes to understanding the realities of incontinence and its impact on sex and intimacy in later life. We created this film to celebrate older women and tackle the taboo around ageing and intimacy, collaborating with Yorgos to ensure the women featured felt empowered and that their perspectives and stories were accurately told.”

Sarah Douglas, chief executive officer, AMV BBDO, noted, “With the new #Ageless campaign for Tena, we are challenging society’s damaging perceptions around incontinence for women and celebrating all that women are. The Essity/AMV BBDO partnership has always been about breaking taboos and using creativity for a greater good and to inspire living well.”

Bruce McGowan, head of content partnerships, Zenith, says: “Breaking taboos runs deep within The Guardian and Channel 4’s DNA. There were no better partners for TENA when it came to this bold and brave campaign. Combining broadcast and press was essential to support this campaign, which aims to tear down the societal stigma surrounding incontinence, get people talking and empower all women.”

The Guardian partnership brings together a number of influential voices to break down the taboo with a relatable, honest weekly diary entry that will resonate with women of all ages. Channel 4 will run cinematic, documentary-style ads across VOD and TV. Their emotive, authentic content will include a few familiar faces and will bring the issue of incontinence to the front of people’s minds. Long and short-form content will also run on social, directing people to the 60-second #Ageless ad.

Credits:

Creative Agency: AMV BBDO

Creative Directors: Rosie Arnold, Toby Allen & Jim Hilson
Creative Team: Clark Edwards, Andre Hull, Verity Fenner & Julia Merino
Chief Executive Officer: Sarah Douglas

Chief Strategy Officer: Bridget Angear
Strategy Partner: Tom White
Senior Strategist: Rob Sellars
Senior Board Account Directors: Tessa Brisbane & Harriet Harrison
Senior Account Director: Laura Hazell
Senior Account Manager: Rebecca Thomas
Account Executive: Aneesha Ghattaora
Agency Producers: Polly Lowles, Rosie Stipic & Olivia Fryer
Agency Designers:Chris Chapman & Richard Holgate
Project Manager: Sammy Kennard

Production Company: Merman  
Director: Yorgos Lanthimos

Media: Zenith Global & Zenith UK

PR: Ketchum & Finn

Client: Tena
Global Master Brand and Communications Director: Meta Redstedt
Global Marketing & Communications Director: Oscar Ayala
Global Brand Communications Manager: Jason Kaplanis