Depend launched their national TV campaign “Underwareness,” on Monday, July 28, 2014.
Ogilvy & Mather is the creative agency behind the campaign, which is designed to reduce the stigma around incontinence. The commercial features a procession of people under the age of 50, all dressed professionally or casually above the waist, while wearing only a Depend undergarment below. With a concert lined up in on Pier 97 in New York City on August 6, 2014, Depend are raising awareness that urinary incontinence almost equally affects people who are younger than age 50.
Since its debut on Investigation Discovery, the spot has aired 53 time across 18 national networks. These early airings, coupled with social, search and online views, while also factoring in estimated TV spend, gives “Drop Your Pants for Underwareness,” an iSpot Ad Effectiveness rating of 8.9 (out of 10).