People Know You Wear Diapers

depend_underwear_dad.jpg

My mother would be horrified at what passes for acceptable advertising subject matter today. Erectile dysfunction. Irritable bowel syndrome. And adult incontinence. So it's fair to say she probably wouldn't like this new campaign from Depends which follows the same boring concept of every other "ailment" commercial.

You know the concept. Show average people doing everyday normal things. Present them as if they were your neighbor (well, a normal neighbor). And then, at the end, drop some copy akin to, "People know a lot of things about me but no one needs to know about my condition" followed by the ubiquitous product shot.

That's pretty much what JWT New York did for Depend Underwear. There's print ads too.

by Steve Hall    Apr-19-10   Click to Comment   
Topic: Campaigns, Commercials   

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