The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
AMV BBDO and TENA Men’s new campaign teaser “Mr. Pant-tastic”, introduces a new male incontinence product that looks like regular underwear. The main campaign follows later when the product launches in the UK.
Under its 'Keep Control' brand campaign, TENA Men continues its mission to normalise the taboo subject of male incontinence, and increase awareness of the products specifically designed to help men deal with urine leakage.
Featuring its charismatic spokesperson Stirling Gravitas – the man who’s always in control - the new campaign pastiches the glossy fashion underwear advertising of brands like Armani, Dolce & Gabbana and Calvin Klein. In a series of OOH and print content, Stirling models TENA’s latest pants with as much, if not more swagger as the likes of Beckham, Wahlberg and Bieber before him.
This is the first time that TENA is advertising this new underwear product, which is an updated design even more underwear-like than before.
Creative director: Toby Allen, Jim Hilson
Art director: Jez Tribe
Copywriter: Prabs Wignarajah
Additional credits: Agency planner: Tom White, Emma Stafford
Agency account man: Leona McNally, Prachi Virani, Nina Bhayana
Agency producer: Kirstie Johnstone, Rachel Ardeman
Media agency: Zenith Optimedia
Media planner: Lucy Jones
Production company: Visual Artists
Photographer: David Clerihew
Post production company: Adam Howes @ Smoke & Mirrors