Hasta La Creative!

Brazilian agency Mood teamed up with 3-D printing shop The Goodfellas for this heartwarming Mother’s Day ad for Huggies Brazil.

The spot tells the story of a pregnant woman named Tatiana, blind since 17, as she waits for the birth of her son, Murilo. As the doctor performs an ultrasound, he attempts to describe to Tatiana what the unborn baby looks like, and asks her how she imagines him. 15 minutes later in a printing mobile station, the team begins the process of creating a model of the ultrasound. When the doctor surprises Tatiana with the model, she can hardly believe it. “I’m very happy to meet Murillo…Before he’s born,” she says.

While it trades in a lot of the same emotional overtones as other Mother’s Day ads, the spot manages to stand out from the pack. It convincingly tells Tatiana’s story by introducing viewers to her slowly, and the ad has the kind of authenticity other efforts for the holiday could never hope for. Mood, The Goodfellas and Huggies Brazil actually made a difference in Tatiana’s life which she’ll never forget, and viewers should pick up on that too, which makes for a much more memorable ad than the typical Mother’s Day fare.

Huggies and Ogilvy & Mather Argentina made a belt for men that allows them to feel their unborn baby's kicks. The belt is synced up with the real-time movements of the baby in the mother's belly, apparently through some kind of wireless sorcery. It's a neat idea, although the description of it as "something special to compensate fathers" is a little weird, like pregnancy is some kind of cakewalk that they're missing out on. But, whatever. It's hard for me to get on my high horse about this when things like the Daddle exist.

Today in useless marketing-driven product innovations, we have Huggies TweetPee, a little sensor dreamed up by Ogilvy Brazil that affixes to your baby's diaper, syncs with an app and tweets at you whenever it detects pee (in the form of a higher humidity level). This will work great for people whose parenting consists of the occasional diaper change in between marathon Twitter sessions. Evidently (it's somewhat hard to tell from the case-study video) the app also keeps track of the number of diapers you go through, and alerts you when you're running low. That may be the whole idea here—getting you to blow through diapers quicker by prompting you to change them every time the kid pees a little bit. In that regard, TweetPoop might be more useful than TweetPee—getting the kid out of a poopy diaper faster has its benefits. (You could call it "DM Your BM.") The problem, of course, is you don't need a fancy sensor to detect that. Via Adverblog.

UPDATE: Huggies got in touch and clarified that the clip-on humidity sensor is only a concept device and will not be available to purchase. The app is apparently intended simply to help parents in their purchasing of diapers. Here is the statement from Huggies:

"Huggies Brazil is excited to announce we will launch TweetPee in Brazil this July—a new iPhone app that is designed to help parents better keep track of the volume of diapers they use and provide easy integration with online retailers to make life easier for busy moms and dads.  In conjunction with the TweetPee app's debut in Brazil, feature videos will highlight the experiences of 10 moms and dads who use the app to streamline and more effectively plan for their purchases.

In the promotional video referenced, the clip-on humidity sensor is intended merely as a concept device to help showcase these 10 parents' experience with the app. It will not be made available for purchase, nor are we suggesting parents are unable or too busy to notice when their babies' diapers need changing! Please visit huggiestp.com.br for more information as news develops."

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