AgencyAbbott Mead Vickers BBDO
Tena aims to challenge perceptions of women's ageing and incontinence in an intimate film shot by The Favourite director Yorgos Lanthimos.
"#Ageless" features women over the age of 55 candidly discussing their attitudes to sex and their bodies. The script was developed in collaboration with the women and reflects their real-life experiences, with lines including: "Because I’m comfortable in my body, I still feel sexy." Part way through the ad, a few of the women reveal that they also have incontinence, but it does not have a harmful effect on their self-image. It ends with the line: "Our bodies change, but why should we?" The work was created by Clark Edwards, Andre Hull, Verity Fenner and Julia Merino, and directed by Lanthimos through Merman.