Tena Commercial: Evolution

Tena Commercial – The Evolution of Bladder Protection.

Fashion has evolved, shouldn’t bladder protection?

TENA has launched a stylish new advertising campaign that uses women’s fashion to redefine how consumers think about TENA and the bladder weakness category. The new campaign breaks from traditional category advertising by taking an open and honest approach to the condition of bladder weakness and positioning TENA as “The Evolution of Bladder Protection.”

The goal of the new advertising is to speak honestly and effectively to modern women about bladder weakness. The campaign theme, “The Evolution of Bladder Protection,” parallels women’s fashion and how it has evolved over the years to become less restrictive, more comfortable and figure hugging.

Bladder weakness affects one in four women over age 40; and SCA wants to let them know the condition is not something to be embarrassed about and does not have to control their lives. The fashion connection resonates with women and provides an easily identifiable example of how their lives have changed and evolved over the years – and how the products they use need to adapt to meet their lifestyles.

Released: August 2009
Advertiser: SCA Personal Care
Brand name: TENA
Agency: zig
Country: Canada


Agency: zig
Production Company: Soft Citizen
Director(s): Chris Sargent
Music + Sound Production: RMW Music
Photographer: Michael Graf
Executive Creative Director: Martin Beauvais
Art Director: Briony Wilson
Copywriter: Lorraine Tao
Editor: Michelle Czukar, Steve Mottershead
Producer: Karen Blazer
Executive Producer: Link York
Producer: Andrew Graham
Executive Producer: Sam McLaren
Producer: Leslie McCartney, Samara Melanson, Tristan Tran
Coach: Lynda Torneck
Team Leader: Leslie Hunter
Strategic Planner: James Powell
Project Manager: Leslie Wong
Head of Production: Rob Burns
Editing Company: Panic & Bob
Assistant Editor: David Finlay
Visual Effects: Art Jail
Animation: Blackmountain VFX Studios
Animation Director: Abdel Abonamous
Sound Design: Ted Rosnick, Paul Seeley, Steve MacKinnon
Composer: TBD
Producer: Jeff Cohen
Media: Carat

There are 5 comments for this article
  1. Carol at 2:16 AM

    What’s the song used in “The Evolution of Bladder Protection”?

  2. nnf at 11:55 PM

    What is this the name of the actress in this commercial ? I have seen her somewhere before, but I do not recall where.

  3. Michelle at 2:44 PM

    I too am really eager to know how to get my hands on the song used in Tena’s Evolution of Bladder Protection commercial. All I can find online about it’s origin is this:
    “Original music, composed for the ad by RMW Studio”

    Does anyone know if there is a way to download the tune?

  4. robert at 6:14 AM

    It’s a nice commercial, but I’m not sure it makes anyone think about bladder protection.

  5. c at 10:28 PM

    The stone fox in the commercial is Ludwika Paleta.
    She ain’t no cougar and she don’t need no bladder control.

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