IT had been a fairly typical meeting in the New York offices of Ogilvy & Mather last November, with a team from the agency wrapping up a pitch for an advertising campaign to representatives from Depend, the brand of incontinence products from Kimberly-Clark.

Then the opening notes of “Get Ready for This” by 2 Unlimited blasted in the conference room. On cue, the Ogilvy team members — including Calle Sjoenell, the chief creative officer; Victoria Azarian, a group creative director; and Danielle Vieth, a creative director — all dropped their pants to reveal they were wearing Depend undergarments.

“It was a pretty amazing moment,” Ms. Azarian said, recalling the reaction.

The campaign they pitched, which is being introduced on Monday, is called “Underwareness,” a portmanteau of “underwear” and “awareness,” and is aimed at consumers under 50. The goal of the campaign is to reduce the stigma of the products by showing that bladder incontinence is common and affects younger people more than many people realize. It also highlights that the products look more like underwear than they did decades ago, when they resembled bulky diapers.

A new commercial opens with an above-the-chest shot of an actor walking down a city street wearing a denim jacket, before a wider shot reveals that below the waist he wears only Depend briefs. More and more pedestrians fall in behind him, also dressed professionally or casually above the waist but wearing only a Depend undergarment below. The ever-growing procession turns the heads of people nearby, including a mounted police officer and a man in a barbershop getting a shave.