TENA by Kate Peters

27 July 2020

Kate Peters recently shot the Key Visuals for TENA alongside Yorgos Lanthimos, director of Oscar-winning film “The Favourite”. The incontinence brand Tena opens up the conversation about the positive realities of aging for women while challenging perceptions around incontinence.

The “Ageless” campaign by AMV BBDO features women over 55 discussing their attitudes toward sex and their own bodies. The script was developed with the women who star in it and uses their own words. Although they talk about how their bodies feel and how they still enjoy sex, they don’t shy away from the topic of incontinence. Instead, they talk about it light-heartedly—one calls it “my sneeze wee.”

We prefer these images which were part of the BTS shoot as opposed to the KV’s. To capture these images, Kate had nano seconds at opportune moments as the main wheel of the TVC was the natural priority on this shoot day. We love both the sincerity that Kate captured and the confidence that these women project.

You can view the TV ad here: https://adage.com/creativity/work/tena-ageless/2243741