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.