Incontinence.
Yes, I’m going there.
It’s an issue that most brands in this category, approach with caution.
Actually scrap that, they approach it with clinical rationality.
Of course, some try and break the ‘taboo’ by doing something very different … but most of the time, it’s done more for the ad agencies ego than the good of the brand or audience.
However I recently saw an ad – even though it’s 2 years old, but they decided to re-run it during Donald Trump’s press conference yesterday [how’s that for once-in-a-lifetime blog relevance!] – that did it very differently but very well …
Sure, you could argue it’s a fusion between the old Heineken ‘Man Of The World’ ads … mixed with a dash of ‘The Most Interesting Man In The World’ campaign for Don Equis and a splash of Old Spice, but it’s bloody lovely.
Also bloody lovely is the line “I’m a man of a certain age” and the premise that “when you’re used to being in control it’s hard not to be”.
While some may say this sort of thing is easier when you have a client who makes a product that needs to stand out and break free from category stereotypes … my experience on brands most people would kill to work on, tells me that I bet this was still a challenge to pull off.
But they did pull it off and they did it with relevance to the product, category and audience … which is to be massively applauded.
It might not entirely break the taboo, but it might crack it …
Lovely insight. Lovely line. Lovely execution. Well done to all behind it.