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10 March 2020

Underneath it all.

by Andrew MacGregor


Tena: “Ageless” - 60s

This daring piece of work for Tena picks up where Dove left off and delivers something even more compelling. Produced by Abbott Mead Vickers BBDO and Merman, the ad has plenty to say about sex, ageing, and incontinence, and goes about it in a mature, textured, and even flirty manner.

Evoking BUPA’s ‘Dancing’ ad from 2017, the piece celebrates the female form and refuses to apologise for any so-called ‘imperfections’. As well as the physical aspects of ageing, the older cast take ownership of the language surrounding urine leakage (“I call it my trickle of joy/sneeze wee”).

Bolstered by grainy, intimate visuals and strong casting, this may in fact be awkward or challenging viewing for some. It’s a challenge worth accepting though, and gives this sector some long overdue heft.


Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
Creative Director: Rosie Arnold / Toby Allen / Jim Hilson
Creative: Clark Edwards / Andre Hull / Verity Fenner Ⓦ / Julia Merino Ⓦ
Agency Producer: Polly Lowles / Rosie Stipic / Olivia Fryer
Film Production: Merman Ⓟ Ⓦ
Director: Yorgos Lanthimos
Producer: Adam Saward
Executive Producer: Siobhan Murphy / Dan Dickenson
Cinematographer: Robbie Ryan
Editor: Amanda James ♀ Ⓟ Ⓦ / Claire McGonigal ♀ Ⓟ Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: Framestore Ⓟ Ⓦ

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