When it comes to baby product advertising, making people cry with joy is a good outcome. It means you’ve triggered your audience’s caring response and linked it to your brand. Not every charity ad tries to make people cry with joy. Saatchi & Saatchi London’s ad for Pampers UNICEF demonstrates that perhaps more should.
Saatchi & Saatchi has been working with Pampers, UNICEF and retailers throughout the world since 2006. In ten years, the group’s efforts have funded more than 300 million vaccines, protecting 4.5 million mums and bubs from tetanus. The 2016 campaign aims to remind parents that just by buying Pampers, they can make a real difference to people who need help.
Pampers Amazing Babies is an ad about joy, the joy that babies bring to everyday people. Joy that stops fights, brings comfort and turns strangers into friends.
The ad connects that joy to protecting children from tetanus just at its end. There’s no voiceover to interfere with the emotions the ad evokes.
The story is told in simple titles and is underlined by a reworking of Major Lazer’s Lean On, by Soho Music and classically trained pianist and folk singer, Jennifer Ann.
Credits
Creative agency: Saatchi & Saatchi London
Song: Lean On by Major Lazer
Composer: Jennifer Ann
Music supervision: Soho Music
Production company: Tantrum Productions
Director: Amanda Blue
