11 March 2024

We all need tenderness: the new Tenderly campaign signed Armando Testa Group is on air

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"Hey, grown-ups, listen to us!"

This is how the new Tenderly campaign begins: with a special call that is impossible not to listen to because it's so many children sitting on their potties doing it, and what they are telling us is as important as ever: "We all need tenderness... and not just when we go potty!"

The spot, produced by Armando Testa Studios and directed by Andrea Pecora, is on air from March 10 on TV and digital in 30" and 15" cuts and will also be followed by programming on radio and other offline media. Media planning is by EssenceMediacom.

The Armando Testa Group has also developed a social strategy that will include the release throughout the year of a long series of content consistent with the idea behind the campaign related to the deeper meaning of the word "tenderness" and its indispensable value in today's life.

"Tenderness and softness have accompanied Tenderly consumers for two generations now, and with this commercial we wanted it to be perceived even more. - commented Giovanni Monti, Corporate Sales & Marketing Director Consumer at Lucart. "The Armando Testa agency won us over with this tale of tenderness that starts with children. A simple and clean narrative that we hope will remain in the eyes and hearts of all viewers."