NorthShore debuts first TV commercial that shows thin isn’t always best
By HME News Staff
Updated 8:17 AM CDT, Mon August 24, 2026
GREEN OAKS, Ill. – NorthShore Adult Diapers has taken its message to a national audience with its first TV commercial. The 30-second spot, "The Golden Age of Thin," plays on a culture that celebrates thin in everything – phones, televisions, even the food we eat – then turns the idea on its head for a product where thin can mean a leak. That matters especially for people managing heavy bladder leaks, which can involve larger-volume leaks and full bladder releases that products designed for light leaks are not built to handle, the company says. "Incontinence is one of the few conditions where the products used to manage it are nearly as stigmatized as the condition itself," said Adam J. Greenberg, founder and CEO of NorthShore. "The more people see the words 'adult diapers,' hear them, and talk about them, the easier it becomes for someone to recognize their situation, find the right product, and ask for help without shame. Surveys show it takes six to eight years for people to see a healthcare professional about incontinence – and that's with total use of euphemisms for the last 40 years. Our customers implored us 'try a new approach and call a diaper a diaper.' It worked for 'cancer' and early signs are that our 'truth-in-advertising' approach is starting to have the same effect for adult diapers." NorthShore produced the commercial in-house. The company also recently kicked off its “Say Yes to Summer” campaign with NorthShore’s Day Out, a two-day celebration in Chicago July 18-19 created for people living with heavy bladder leaks.
Photo courtesy of Northshore
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