"I Will Be Me"

13 May 2019

30s

Incontinence can piss off.

In this commercial featuring a young mum reflecting on the changes in her body since giving birth, AMV have once again provided a dose of refreshing honesty in a sector which spent decades in denial. She was repared for some aspects of childbirth's impact than others, and it sounds as though the visit from the incontinence fairy was a complete surprise.

But she's taking it in her stride because (a) she now possesses the quietly fierce stoicism of motherhood and (b) she has confidence in the advertised product. It's a beautifully observed film with Fleabag-style glimpses at the camera which underline (a) and (b) above.

UK

Incontinence Control