Many brands use analogies to help explain their product features and benefits. Even makers of diapers for grownups. But seriously, WTF? Touting the new line of Depends by comparing the fact they’re different to the fact men drive differently than women and commentary on who rules the world; men or women?
Relatable? Yes. Lame? Definitely.
But maybe it’s better than a direct to consumer drug-style clinical approach. After all, do we really want to see absorption comparisons baby diaper ad-style with seniors standing in for the little tykes? Um. No. So maybe this is a brilliant approach after all.
The commercials come from JWT Chicago and were directed by Errol Morris. Ads will air on CBS, ABC, Lifetime, Hallmark, Soapnet, GSN and HGTV. Print will appear in AARP, Ladies Home Journal, Good Housekeeping, Woman’s Day and Prevention. ONline efforts will appear on WebMD, The Health Central Network, Quality health, Everyday Health and Context Web.
