Older women celebrate their bodies and sexuality in campaign for incontinence brand Tena

Ad was filmed by 'The Favourite' director Yorgos Lanthimos for AMV BBDO

Published On
Mar 12, 2020

Editor's Pick

Yorgos Lanthimos, director of Oscar-winning film "The Favourite," helms a bold TV campaign for incontinence brand Tena that opens up the conversation about the positive realities of aging for women while challenging perceptions around incontinence.

The "Ageless" campaign by AMV BBDO features women over 55 discussing their attitudes toward sex and their own bodies. The script was developed with the women who star in it and uses their own words. Although they talk about how their bodies feel and how they still enjoy sex, they don't shy away from the topic of incontinence. Instead, they talk about it light-heartedly—one calls it "my sneeze wee." 

The spot is running on Channel 4 in the U.K. and will be launched across France and Germany on TV and cinema. There will also be podcasts and activations with French weekly women’s magazine Femme Actuelle as well as watercolor portraits by artist Stina Persson that express how bodies change in an empowering and intimate way. In addition, 200 influencers are being sent #Ageless packs containing products such as a device to increase pelvic floor strength as well as Tena Silhouette underwear.


Mar 12, 2020
Client :
Agency :
Global Master Brand and Communications Director :
Meta Redstedt
Global Marketing & Communications Director :
Oscar Ayala
Global Brand Communications Manager :
Jason Kaplanis
Creative Director :
Rosie Arnold
Creative Director :
Toby Allen
Creative Director :
Jim Hilson
Creative Team :
Clark Edwards
Creative Team :
Andre Hull
Creative Team :
Verity Fenner
Creative Team :
Julia Merino
Sarah Douglas
Chief Strategy Officer :
Bridget Angear
Strategy Partner :
Tom White
Senior Strategist :
Rob Sellars
Senior Board Account Director :
Tessa Brisbane
Senior Board Account Director :
Harriet Harrison
Senior Account Director :
Laura Hazell
Senior Account Manager :
Rebecca Thomas
Account Executive :
Aneesha Ghattaora
Agency Producer :
Polly Lowles
Agency Producer :
Rosie Stipic
Agency Producer :
Olivia Fryer
Agency Designer :
Chris Chapman
Agency Designer :
Richard Holgate
Project Manager :
Sammy Kennard
Director :
Yorgos Lanthimos
Production Company :
Executive Producer :
Dan Dickenson
Executive Producer :
Siobhan Murphy
Producer :
Adam Saward
Editor :
Amanda James
Editor :
Claire McGonigal
Edit :
Final Cut
Post Production :
Sound Design :
Johnnie Burns
Sound Design :
Martin Leitner
Sound Design :
Director of Photography :
Robbie Ryan

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