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5 October 2020

Fluid situations.

by Andrew MacGregor


Tena: “I Will Be Me” - 60s

Comedian Shazia Mirza and Channel 4 presenter Anna Richardson headline this 60" TENA commercial, wherein the cast gamely relate their experiences with incontinence. From aborted jogs to what Mirza calls 'Tsunami Saturdays', the issue, says the brand, deserves a more constructive, empathetic platform in 2020 and beyond.

Evoking Channel 4's mid-Noughties Q&A sessions (albeit with a smaller talent pool), the ad's self-deprecating humour and no-frills execution brings viewers onside and keeps them there. Meanwhile, small print regarding medical advice aims to prevent another brush with the Advertising Standards Authority.


Director: Debbie Anzalone ♀
Cinematographer: Chris Fergusson
Post Production: Kabir Malik @ Bubble TV Ⓟ
Colourist: Marty McMullan
Flame: Steve Gibbs
Sound Designer: Will Morton

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