DDB Takes 'Sexy' Tack for Serenity

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.”