The Musings Of An Opinionated Sod [Help Me Grow!]


Taking The Piss. But In A Really Good Way …

Incontinence.

Yes, I’m going there.

It’s an issue that most brands in this category, approach with caution.

Actually scrap that, they approach it with clinical rationality.

Of course, some try and break the ‘taboo’ by doing something very different … but most of the time, it’s done more for the ad agencies ego than the good of the brand or audience.

However I recently saw an ad – even though it’s 2 years old, but they decided to re-run it during Donald Trump’s press conference yesterday [how’s that for once-in-a-lifetime blog relevance!] – that did it very differently but very well …

Sure, you could argue it’s a fusion between the old Heineken ‘Man Of The World’ ads … mixed with a dash of ‘The Most Interesting Man In The World’ campaign for Don Equis and a splash of Old Spice, but it’s bloody lovely.

Also bloody lovely is the line “I’m a man of a certain age” and the premise that “when you’re used to being in control it’s hard not to be”.

While some may say this sort of thing is easier when you have a client who makes a product that needs to stand out and break free from category stereotypes … my experience on brands most people would kill to work on, tells me that I bet this was still a challenge to pull off.

But they did pull it off and they did it with relevance to the product, category and audience … which is to be massively applauded.

It might not entirely break the taboo, but it might crack it …

Lovely insight. Lovely line. Lovely execution. Well done to all behind it.

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29 Comments so far
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Made me wet myself watching it.
Now that’s a real strategy.

Comment by DH

Genius placement in small hands press conference too. They just out wiedened wieden.

Comment by DH

That would be a phenomenal strategy.

Comment by George

Yes … that would be the best strategy in the whole wide World.

Comment by Rob

As I said in our Twitter exchange, it’s very good and made me laugh. Not as much as the knowledge that you don’t have today off, of course, but still not bad.

Comment by John

wait, you fucking engage with campbell outside of this torture chamber? of youre own accord? are you fucking mad.

Comment by andy@cynic

He needed to be put right on a couple of issues.

Comment by John

a couple? he needs to be put right on fucking everything.

Comment by andy@cynic

There must be some medical treatment for that problem John.

Comment by DH

His or mine?

Comment by John

Great ad. Even better placement.

Comment by George

I believe it was the pre-roll on the livestream and I wondered if the viewers of that would be the target market.

Comment by John

Who knows … quite possibly and even if it’s not, they would find it so amusing, they would tell others and that would eventually reach those who are. A media strategy designed to get to the core target audience and the future target audience all in one swoop. Genius. Ahem.

Comment by Rob

The only people I’ve seen talking about it are in the industry.

Comment by John

That’s because apart from Love Joy, they’re the only people you follow.

Comment by Rob

I also follow Forest goal reports, but they don’t tweet very often.

Comment by John

lovejoy? as in shit antique detective tv show? fuck me doddsy, tell me thats not the case. youll be having wet dreams about fucking bergerac next.

Comment by andy@cynic

I simply chanced upon it on late night TV when I was scrolling through the EPG looking for the roulette channel.

Comment by John

It’s even worse than you remember.

Comment by John

sounds very much like the excuse of someone who claims they stumbled in the dark and found themselves ball deep inside a fucking sheep.

Comment by andy@cynic

Andy FTW.

Comment by DH

“I fuck one sheep …”

[For the record, I haven’t … only Derby County fans do that]

Comment by Rob

Didn’t know Birkenstock made wellies …

Comment by Ian Gee

good casting and done fucking good writing but its still old spice for pissing yourself.

Comment by andy@cynic

why the fuck does it say done when i typed some. wanker technology.

Comment by andy@cynic

I love wordpress.

Comment by Rob

I wish you’d let people leave comments on your parents anniversary posts. What you’ve written is beautiful. Hope today is OK for you.

Comment by DH

😭😭😭

*Hugs*

Comment by Jemma King

what jem said by with less physical contact.

Comment by andy@cynic




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