Caviar

CAVIAR director Darius Marder has teamed up with AMV BBDO and TENA on a moving project to remind us that while they’re caring for their loved ones, caregivers often need us to do the same for them. The 90-second film, which is the centerpiece of a new global campaign, gives an intimate, honest look into what caring for a loved one is really like and highlights how caregiving situations can be both deeply challenging and profoundly rewarding.

Leading global incontinence brand TENA partnered with Carers UK on the campaign titled #NoLoveLikeIt, developed by AMV BBDO, and worked with CAVIAR TV to produce the film. Featuring three real households, the film gives us a behind the curtains look at the day-to-day of family carers, and opens the floor for them to speak on the full spectrum of emotions this experience can bring, including joy, pain and, especially, love.

Oscar-nominated director Darius Marder connected with the aim of the campaign, and shares that he was moved to bring the stories of real caregivers to the screen in a sincere and artful way. “Carers are largely invisible and uncelebrated, yet they are the vast majority. Hardly any of us escape this scenario,” he says. “In casting light on them, we cast light on the fabric that binds us all as humans.”

The powerful campaign will run in the UK, Poland, Germany, France, Italy, and Canada. Watch #NoLoveLikeIt below.