Incontinence is cool

 I saw an ad for Depends today. Not the usual old woman struggling to get through her day. In this beautiful piece of communication, the ad actually attempted to make shitting your pants cool. The spot features a 40-something, good-looking black hipster going about his day. Yes 40-something.  As he goes from one thing to another, shots of the diaper he’s wearing flash on the screen every so often, reminding us that while he’s checking out some tunes on his iPod, he just might be shitting his pants. Off to the flower shop.  He buys some tulips for his girlfriend. And again, as he stands there, we know there’s a good chance he’s crapping himself.  It’s anyone’s guess, really.  Next he’s catching a bus and, as you may have guessed, possibly dropping off the kids in his designer jeans. 

So whose brilliant strategy was this? Ya know Bob, shitting yourself has taken a second stage for too long.  It’s time to break out of the norm and speak to a new generation. A generation of people that like their music hard, their hair messy and their incontinence cutting edge.