SBD/March 29, 2012/Marketing and Sponsorship

DeMarcus Ware, Clay Matthews, Wes Welker Featured In New Depend Campaign

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Depend, the adult incontinence brand by Kimberly-Clark, "takes a decidedly different approach" in a new commercial set to debut Monday that includes Cowboys LB DeMarcus Ware, Packers LB Clay Matthews and Patriots WR Wes Welker, according to Andrew Adam Newman of the N.Y. TIMES. The campaign is to "introduce brieflike products, Silhouette for Women and Real Fit for Men." After the players "reluctantly comply" to wear the product in the ad, they "run drills as the camera lingers on their form-fitting football pants, the absorbent undergarments undetectable." Another Depend ad features actress Lisa Rinna, and both commercials promote a new website, "The Great American Try On," where consumers can request samples. The company donated $75,000 on behalf of Ware, Matthews and Welker to the V Foundation, "which finances research for cancers, including prostate cancer, which players point out often leads to bladder dysfunction." The campaign is by Ogilvy & Mather Worldwide, N.Y., along with Organic, S.F. (N.Y. TIMES, 3/29). In Milwaukee, Duane Dudek writes under the header, "Sign Of Apocalypse? Clay Matthews Does Adult Diaper Ad" (JSONLINE.com, 3/29).
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