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14 May 2019

Incontinence can piss off.

by Jason Stone


Tena: “I Will Be Me” - 30s

In this commercial featuring a young mum reflecting on the changes in her body since giving birth, AMV have once again provided a dose of refreshing honesty in a sector which spent decades in denial. She was repared for some aspects of childbirth's impact than others, and it sounds as though the visit from the incontinence fairy was a complete surprise.

But she's taking it in her stride because (a) she now possesses the quietly fierce stoicism of motherhood and (b) she has confidence in the advertised product. It's a beautifully observed film with Fleabag-style glimpses at the camera which underline (a) and (b) above.


Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
ECD: Toby Allen / Jim Hilson
Creative: Clark Edwards / Andre Hull
Agency Producer: Polly Lowles
Film Production: Merman Ⓟ Ⓦ
Director: Zak Emerson Ⓟ Ⓦ
Producer: Adam Saward
Production M'ger: Erinn Fitzgerald
Production Ass'nt: Sophie Jakobek
Executive Producer: Siobhan Murphy / Dan Dickenson
Cinematographer: Robbie Ryan
Production Designer: Fiona Crombie
Stylist: Bex Crofton-Atkins
Make-Up: Nadia Stacey
Editor: Jake Armstrong @ Marshall Street Editors Ⓟ Ⓦ
Offline Producer: S J O'Mara @ Cinelab London Ⓟ Ⓦ
Post Production: Sophie Harrison @ Framestore Ⓟ Ⓦ
Colourist: Simon Bourne

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.