AMV BBDO introduced its Stirling Gravitas character for TENA Men, something of an incontinent “Most Interesting Man in the World,” back in March, leaking another spot in May. Now Gravitas is back promoting the incontinence underwear in a new 60-second spot, demonstrating his remarkable “Focus.”
Gravitas displays his ability to focus by meditating in a room full of clanging clocks, sinking a putt in the middle of a lightning storm, performing surgery in a room with a brass band and more. It’s a similar approach to the debut spot, “Control,” and many of the feats could apply to that word as well. “So don’t get distracted by a damn thing,” Gravitas concludes, while building a house of cards while a giant lizard monster screams outside the window, “certainly not by a few drips of urine in your underwear.” That closing line is even more direct about the problem TENA Men addresses than in previous spots, which juxtaposes the goofy excess of the Stirling Gravitas characters’ antics. There’s also a second, more straightforward spot called “Golfin'” which shows the character pitching the product on a golf course. Over the top as he may be, Gravitas provides an attention-grabbing way to pitch the product so we expect to see plenty more of him.
Credits:
Creative Agency: Abbott Mead Vickers BBDO
Creative Directors: Toby Allen, Jim Hilson
Copywriter: Prabs Wignarajah
Art Director: Jeremy Tribe
Agency Planners: Tom White, Pippa Morris
Agency Account Handlers: Sarah Douglas, Alex Bird,Laura Etherington, Prachi Virani, Alex Sandford-Smith
Agency Producer: Polly Lowles
Media Agency: ZenithOptimedia
Media Partner: Be On
Production Company: Biscuit Filmworks
Director: Jeff Low
Producer: Toby Courlander
Executive Producer: Orlando Wood
Post-production company: Electric Theatre Collective: Adam Watson, Dean Robinson
Editor:Saam Hodivala
Audio Post-Production: Aaron Reynolds