During his radio talk show, Howard Stern, the self proclaimed King of all media and highest paid TV personality of 2013, announced to the world that he uses Depend. The brand, in its mission to break down the stigma around the condition, seized this opportunity to deliver a radio campaign tailored specifically for Stern’s male viewers.

Being intimately aware of the emasculating nature of the condition on men, Depend created spots that directly hit on the ultimate symbol of manliness: the penis. Taking advantage of the intimate medium of radio we captured the sense of a man to man talk.