Agency Network: 
April 2010

Film advertisment created by JWT, United States for Depend, within the category: Health.

Advertising Agency: JWT, NY, USA
Executive Creative Director: Sarah Barclay
Creative Director: Josh Kimer-Purcell
Art Directors: Chad Baker, Anthony Chelette
Copywriter: Humberto Jiron
Producer: Matt Joyner
Director: Peyton Wilson
Production Company: Nonfiction Unlimited
Editor: Jessica Congdon
Editing House: Umlaut Films
Music Producer: Lilah Wilson
Media Agency: Mindshare

Comments (8)

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morse's picture
Activity Score 18024

TV is really good. Acting is great.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

alexander_bickov's picture
Activity Score 3279

Agree, great direction

krautland's picture
Activity Score 3216

noone needs to know about my condition. and that's why I do this testimonial.

this is shit and both morse and alexander_bickov are smoking crack.

sirvan's picture
Activity Score 29860

Agree. Even though this is a really tough product, audience, and (i'm sure client), this work is stilted and plodding. The switch from 3rd to 1st person vo is weird and comes across as forced. I would also need to see reams of research before I concede that the best way to refer to this problem is "my condition".


"I love some things, and don't love some other things."

atb2005's picture
Activity Score 13557

I'm with morse and alexander on this one.


The person giving the testimonial is not some celebrity having "the" condition and now broadcasting it on TV. The idea is that that person could be YOU, the viewer. No one is asking people, having "the" condition, to submit videos of themselves saying "Hi! I too have the condition, but now thanks to Depend no one would know". So this is not "shit".


The switch from 3rd to 1st person doesn't come across as forced, let alone weird. As for the research comment, I don't get it.

Nice job, JWT! Baby boomers would love this.

krautland's picture
Activity Score 3216

atb, you described the strategy perfectly but you fail to see that the execution falls flat on its face. this person isn't me or anyone else and she doesn't do the job of allowing me her position. not inspirational or aspirational at all. so yes, it's shit.

atb2005's picture
Activity Score 13557

I described the strategy as is. This person could be ANY person with bladder control problems. Sorry, but I don't think the guys at JWT New York are idiots.

brandingworthspreading's picture
Activity Score 648

It's an average campaign, yet it is a very hard product to advertise.