AMV BBDO has launched a new brand platform, campaign and character for lights by TENA - a range of liners specifically designed for little leaks.Yes - we are talking about incontinence again. And there's a good reason - we're not embarrassed about leaks and we don't want other people to be either.The truth is they are way more common than most people think. 1 in 3 women (over 50 years) experience them at some point, and these oooops moments are triggered by the ordinary and joyful things in life - when you lift something heavy, a sneeze, a vigorous bounce on a trampoline.Most women are embarrassed about their leaks, think they are the only ones experiencing them and don't know how to deal with them - resorting to regular liners which are not up to the task.Our new campaign 'C'est La Vie' features a carefree protagonist, who embodies the C’est la Vie attitude to life and little leaks. Whether she's riding her swan pedalo, eating eggs in the woods or demonstrating the effectiveness of the product using the water from a St Bernard’s barrel - she's fabulous, feminine and totally nonchalant about leaks. She shrugs them off just like life’s other dramas.The films were directed by French directors Megaforce, who bring their own Gallic charm to the spots. The campaign launches with a 40sec film to establish the C’est la Vie attitude, and two 20sec ads to show situations when a leak might happen and how effective the products really are – it’s a product demo but not as you might expect!CreditsCreative Director: Toby Allen, Jim HilsonAdditional Credits: Agency Planner: Tom White, Pippa MorrisAgency Account Man: Sarah Douglas, Alex Bird, Dan Russell, Laura Etherington, Prachi Virani, Eve HarrisonAgency Producer: Darapen Vongsa-NgaMedia Agency: Zenith OptimediaMedia Planner: Guy AbrahamsProduction Company: Riff RaffDirector: MegaforceExecutive Producer: Matthew FoneProduction Company Producer: Cathy HoodEditor: Final CutPost Production Company: The MillAudio Post Production: Factory