CLOTHES by Clemenger BBDO Melbourne for Sca Hygiene

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CLOTHES

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Industry Feminine Hygiene
Media Radio
Market Australia
Agency Clemenger BBDO Melbourne
Creative Director Josh Robbins
Producer Paul Le Couteur
Account Supervisor Sue Peden
Production Flagstaff
Released August 2010

Credits & Description

Category: Cosmetics & Beauty, Toiletries
Advertiser: TENA
Product/Service: FEMALE INCONTINENCE PADS
Agency: CLEMENGER BBDO MELBOURNE
Executive Creative Director: Ant Keogh
Creative Director: Josh Robbins
Scriptwriter: Julian Schreiber/Tom Martin
Agency Producer: Jason Byrne
Account Manager: Georgie Bugelly
Account Supervisor: Sue Peden
Production Company: FLAGSTAFF, Melbourne, AUSTRALIA
Director: Paul Le Couteur
Producer: Paul Le Couteur
Sound Studio: Flagstaff Studios
Sound Engineer: Paul Le Couteur
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
FVO: (Prolonged hysterical laughter)MVO: Ah. So... I guess I should just put my clothes back on then...?ANN: Feel free to laugh with Tena. Pads specifically designed for a weak bladder.
Brief Explanation
Obviously, female incontinence pads are a sensitive issue with its target market, so it made sense to find a way to not only promote the advantage that such a product provides, such as the freedom to laugh; but to turn the tables on their fear of being embarrassed. This, while at first seeming a very simple ad, is actually strategically empowering of women who are afraid to admit to having an incontinence issue. Now they can even laugh at things they really shouldn’t be laughing at.