AMV Highlights Little Leaks for Lights by TENA

This week AMV BBDO launches a new brand platform, campaign and character for lights by TENA - a range of liners specifically designed for little leaks. TENA are not embarrassed about leaks and they don't want other people to be either. The truth is they are way more common than most people think. One in three women (over 50 years) experience them at some point, and these oooops moments are triggered by the ordinary and joyful things in life -  lifting something heavy, a sneeze, a vigorous bounce on a trampoline.

Most women are embarrassed about their leaks, think they are the only ones experiencing them and don't know how to deal with them - resorting to regular liners which are not up to the task.

The new campaign, 'C'est La Vie', features a carefree protagonist, who embodies the C’est la Vie attitude to life and little leaks. Whether she's riding her swan pedalo, eating eggs in the woods or demonstrating the effectiveness of the product using the water from a St Bernard’s barrel - she's fabulous, feminine and totally nonchalant about leaks. She shrugs them off just like life’s other dramas.

The films were directed by French directors Megaforce, who bring their own Gallic charm to the spots. The campaign launches with a 40 second film to establish the C’est la Vie attitude, and two 20 second ads to show situations when a leak might happen and how effective the products really are – it’s a product demo but not as you might expect! 

The campaign will run in 11 European markets from this week onwards, and spans across TV, online video, print, digital display, social and POS.