Meet a Man Who's Always In Control with AMV BBDO's TENA Men Campaign

AMV BBDO has created a new brand platform for TENA Men which will break on 11th March, and launches with the support of an online film, TV and Twitter campaign. 

The “Keep Control” platform aims to increase awareness of TENA Men – products specifically designed to help men deal with urine leakage.

It’s not an easy subject to talk about, as for most men the very idea of wearing a product in their pants makes them feel less manly. Even those who get as far as doing something about it prefer to stuff tissues down there instead. It’s a subject they’d rather not think about. 

So the campaign uses humour to take the seriousness and stigma out of the issue. To show that using a urine leakage product doesn’t mean you’re less of a man.  Instead of feeling helpless and vulnerable to urine leakage, TENA Men helps you to man-up and regain control of the situation.

The TENA Men ‘Keep Control’ campaign features a character called Stirling Gravitas. He’s a guy who is in control of every aspect of his life; his masseuse, his pet lion, even the laws of physics. 

And his advice to men with urine leakage is to keep control with TENA Men.

In a series of films we see Stirling in control of his own life, and telling men how to take control of their urine leakage – including lifestyle hints and tips and exercises they can try. He’ll also have a Twitter feed where he provides musings, advice and worldly observations from a man of a certain age. Follow him @S_Gravitas.

Meta Redstedt, Global Brand Director at TENA Men, comments: “Urinary issues among men are much more common than most people know and can have a negative impact on life. With the TENA Men campaign we want to make men aware how common this is and that there are products to deal with it, so men can keep control and their quality of life can go back to normal”.