Depend shows people how to get what they want—an adult diaper that no one will know they’re wearing. Since wearers have to drop their pants to reveal they wear Depend, obviously Depend is not noticeable under clothes. Letting viewers figure that out, even if the conclusion is inescapable, is much more effective. Viewers will accept as an inference what they might question as a claim.
More importantly, Depend shows people how to feel the way they would like to feel—relaxed, even confident, and fashionable. People who may need the product anticipate the confidence they see in the proud, assertive march of Depend wearers.
Potential wearers also want to feel normal, not like some weirdo with a problem. Through the large number of wearers in the march and in the announcer’s voice-over, Depend tells potential wearers that this problem is nothing unusual. Viewers get the impression that wearing Depend is much more common than they realized.
Any action, like wearing Depend, is much more acceptable even desirable, if many people are doing it. Without thinking about it, consumers place enormous stock in what others are doing, especially when consumers are in unfamiliar territory.
Confidence, normality, and Depend—three things viewers probably wouldn’t have put together before, come together nicely in this ad.