Can bladder control be stylish and sexy? Yes, according to the first spot in DDB's new TV campaign that breaks next week for Serenity DriActive Liners from Tena, pads that provide undergarment protection.
The effort is backed by an estimated budget of $15 million. It targets baby boomer women and seeks to "destigmatize" mild incontinence, said Abigail Posner, a planning director for DDB New York.
The campaign begins with a commercial titled "Knickers" that opens with jazz music and features women in their underwear—from the simple to the seductive—lounging, walking around the house or working out.
The shots cut to a headline that reads, "If you need mild bladder protection." A female voiceover says, "Serenity DriActive Liners from Tena—designed to fit your style." The body types vary, and the women's ages range from 30 to 50, Posner said.
"Most ads in this category treat the subject as taboo and don't really speak to our target," Posner said. "When it comes to aging, the women we are trying to reach don't want to feel like they are past their prime. They feel like just because they're getting older doesn't mean they can't be vibrant and sexy."
DDB's past work for the brand showed women in real-life situations, at dinner or going out, and downplayed the issue of blad der control.
The spot will air through the end of the year on shows such as The View, The Young and the Restless and The Practice.