Obviously, female incontinence pads are a sensitive issue with its target market, so it made sense to find a way to not only promote the advantage that such a product provides, such as the freedom to laugh; but to turn the tables on their fear of being embarrassed.

This, while at first seeming a very simple ad, is actually strategically empowering of women who are afraid to admit to having an incontinence issue. Now they can even laugh at things they really shouldn’t be laughing at.