Hasta La Creative!

Pampers is doing a good job of cornering the baby schmaltz advertising market.

A new spot from the diaper brand focuses on the whirlwind of new experiences—challenging and delightful—that parents face when they have a child, especially their first. There are sonograms, there’s exhaustion, and naturally there are hero shots of diapers. Mostly, there are lots of cute babies.

It’s not as irrefutably moving as Pampers’ personalized celebrations for Japanese mothers on the first birthdays of their children. But for an ad that insists on pandering at length to base sentimentality, the minute-and-a-half list of firsts, some earnest and some hyperbolic, can’t help but make you feel kind of happy, anyways. (At last count, it had over 1.3 million YouTube views.)

Pampers also makes sure to check the various ethnic diversity boxes, and offer a nod to breastfeeding. (No love for the formula warriors, though—really, it’s missed an opportunity to represent the more granular factions of moms and dads.)

The tagline—”May we join you on your journey?”—goes so far out of its way to be polite and self-aware that it’s almost patronizing, since really what it means is “Please buy Pampers,” which at that point doesn’t really need to be said. But compared to Luvs’ “Poop There It Is” from a few years back, the low bar for diaper ads, anything shines.

And as Coca-Cola, of all brands, best illustrated, new parents may get worn out, but they’ll still find a way to amp themselves up for the second go-around.

Seventh Generation tips a hat to its hippy heritage with this new streaking-themed spot for its chemical-free diapers. Lest you get uppity about naked babies, don't worry. The trick of the spot, by ad agency Made, is that this cute little streaking tot—who, despite the pink shoes, is impressively androgynous—is actually wearing a Seventh Generation diaper. They just pixelated the privates to vaguely shock you. (You see, wearing Seventh Generation diapers is, toxins-wise, apparently like wearing nothing at all.) Add in some booty-shaking to booty-shaking music, and you get an winning result. Of course, really dedicated hippy moms go with cloth diapers, ditching disposables altogether. But surely there's a market niche in between the two extremes, for when you want to do a little good for the Earth. Do a little more by tweeting your story with #toxinfreegen, and Seventh Generation will donate $1 in your name to Women's Voices for the Earth.

CREDITS
Client: Seventh Generation

Agency: Made Movement
Chief Creative Officer/Partner: Dave Schiff
Chief Design Officer/Partner: John Kieselhorst
Chief Digital Officer/Partner: Scott Prindle
Chief Strategy Officer: Graham Furlong
Art Director: Stephanie Sullivan
Writers: Dan Ligon, David Satterfield
Consulting Head of Integrated Production: Chris Kyriakos
Junior Integrated Producer: Isaac Karsen
Business Affairs: Jennifer DeCastro
Senior Account Producer: Rachael Donaldson

Production Company: The Academy
Director: Austin Wilson
Executive Producers: Harry Calbom, Nate Barr
Line Producer: Craig Stevens
Director of Photography: Christian Hansen
Editorial Company: NO6, Santa Monica, Calif.
Editor: Kyle Whitmore
Executive Producer (Editorial Co): Crissy DeSimone
Producer: Leslie Tabor

Visual Effects Company: NO6, Santa Monica, Calif.
Lead Flame: Verdi Sevenhuysen
Executive Producer: Crissy DeSimone
Visual Effects Producer: Leslie Tabor
Telecine: Verdi Sevenhuysen
Music Company & City: Beacon Street Studios, Venice, CA
Composer/Lyricist: Andrew Feltenstein, John Nau
Audio Finishing: Lime Studios
Audio Engineer: Sam Casas

Kimberly Clark has unveiled a new super premium diaper under its Huggies brand that includes natural, organic materials and ingredients to provide gentle protection for new babies, as well as initial steps toward environmental improvements, without sacrificing performance.

The new Huggies Pure & Natural diaper is hypoallergenic, latex and fragrance free and features a breathable outer cover that includes organic cotton. The liner includes natural Aloe & Vitamin E and materials from renewable sources, and the product’s outer packaging is sourced from 20 percent post-consumer recycled materials. The new diaper will be offered in 6 sizes, from newborn through size 5.

K-C expects the Huggies Pure & Natural diapers will help the brand build inroads with those moms who are most interested in products that include natural materials to provide the best care for their babies. According to a K-C consumer research study, the moms surveyed expressed a strong interest in purchasing Huggies brand diapers that included organic and natural materials.

Huggies Pure & Natural diapers will be widely available in North American retail outlets later in April.

(Source) Press