Tena Men campaign aims for viral success

Tena Men's latest ad introduces a spokesman who carries himself with the smooth and knowing confidence of Old Spice's Isaiah Mustafa, as he talks about urine leakage.

Abbott Mead Vickers BBDO created the SCA-owned brand’s humorous campaign, which breaks online today and will begin its run on TV in three weeks’ time on Sky channels.

The first TV spot introduces Stirling Gravitas, who possesses a humorous kind of omnipotence that is intended to make the ad a viral hit.

Gravitas owes as much to Will Ferrell’s Ron Burgundy character as he does Mustafa but has enough charm of his own to avoid being derivative.

In the ad Gravitas is shown being in control of every aspect of his life and his surroundings – he commands lions and tap dances on water, for instance, even though he has reached an age where Tena Men has become a necessity for him.

A second ad has Gravitas offering tips on healthy living, which can in turn stem urine leakage, in similarly hyperbolic fashion.

The ads were written by Prabs Wignarajah, art directed by Jeremy Tribe, and directed by Jeff Low through Biscuit Filmworks.

Zenith Optimedia handled the media planning and buying while Be On, which also worked on Forsman & Bodenfors’ Volvo Trucks campaign, handled the seeding.

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