Huggies is going to the Super Bowl for the very first time with an ambitious idea by Droga5 New York that demonstrates what it’s like for babies being brand new to life and all its marvels, big and small, featuring the babies born on game day.

The Kimberly-Clark brand has released a 2-minute “teaser”, directed by Australian director, Mark Molloy, whi is represented in Australia by Exit Films. The global anthem film, We Got You, Baby, speaks directly to the babies it features, using Molloy’s now signature voice (through his relationship with Apple) – friendly with a warm infusion of humour. The film also uses two key camera angles – close-ups looking directly at the baby, and short focus angles from the baby’s point of view on the world.

The aim of the campaign is to position Huggies as a helpful co-pilot and supportive ally for babies and, by association, their parents, navigating their unfamiliar new world securely.

The Super Bowl film will by 30-seconds long and will run in the second quarter of the game.

Rebecca Dunphey, president of personal care at Kimberly-Clark North America, commented, “Between shifting family dynamics, a flood of unsolicited opinions and random tips on social media, today’s parents can’t help but question their instincts. We found that against a sea of noise, more than anything, families need a supportive ally throughout every step of babyhood – and Huggies is just that. With decades of experience and innovation, we can offer parents the confidence they crave and babies the products they need to stay healthy, comfortable and protected. This two-minute brand film helps to remind parents and babies alike of our support and partnership for them all.”

Juliana Cobb, executive creative director, Droga5, “We wanted to bring a much needed, refreshing sense of reality and joy to the whole experience of babyhood. Even in all its messy, exhausting chaos, the truth is, babyhood has a certain kind of awesome magic. And with the voice of the brand engaging with baby in a direct conversation, Huggies gets to be part of that experience and own its place as an essential ingredient – not just functionally with diapers and wipes, but as a voice of support that understands what’s both weird and wonderful in what babies and their parents are going through.”

Credits:

Agency: Droga5 NY
Creative Chairman: David Droga
Global Chief Creative Officer: Neil Heymann
Co-Chief Creative Officers: Tim Gordon& Felix Richter
Executive Creative Director: Juliana Cobb
Creative Directors: Alyssa Georg & Elena Knox
Associate Creative Directors: Meli Chamorro & Stacey Smith
Art Director: Jasper Yu
Copywriters: Danielle Gasbarro & Sara Muchnick
Executive Design Director: Rich Greco
Chief Creation Officer: Sally-Ann Dale
Producers, Film: Sophie Paton, Tegan Mahford & Andres Riveros
Senior Music Supervisor: Mike Ladman
Director of Business Affairs: Dan Simonetti

Print Production: Cliff Lewis, Caroline Fahey, Alyssa Dolman
Interactive Production: Tasha Cronin, Ian Graetzer, Colin Neff & Michelle Levitch
Strategy: Jonny Bauer, Ben Brown,  Emily Mulvey & Mykala Daniel
Communications: Dean Challis, Courtney Bernstein & Gabrielle Deckelman
Data Strategy: Ryan Miller & Shelby Lance
Account Management: Courtney Russell, Cris Scardino, Elizabeth Federico, Mitch Katz, Tehjal Suri, Cameron Yates, Kirstie Beck, Gabrielle Newman, Laura Gonzalez and My-Linh Tran
Project Management: Sarah Arrillaga, Nicole Dolman & Janelle Whitehurst

Agency: Accenture Interactive
Global Delivery Lead: Valia Todorova
Executive Creative Director: Marisa Fuoco

Production Company: Smuggler
Director: Mark Molloy
DOP: Mauro Chiarello
Executive Producers: Patrick Milling-Smith, Brian Carmody & Sue Yeon Ahn
Head of Production: Alex Hughes
Producer: Ben Croker

Service Production: Orange Films

Editorial: Work Editorial
Post Production: A52
Animator: Steven Biggert
Music Composition: Mr Pape
Sound Design: 750mph
Sound Mix & VO record: Heard City
Colour: Company 3

Client: Kimberly-Clark – Huggies
Chief Growth Officer: Alison Lewis
Group President, K-C North America: Kim Underhill
President, North America Personal Care: Rebecca Dunphey
VP, Global Baby & Child Care: Craig Christenson
General Manager, Huggies: Robert Raines
Regional Sector Lead, Baby & Child Care: Blake Boulden
Sr Director, Global Creative & Design, Baby & Child Care: Ben Gladstone
Global Design Director, Baby & Child Care: Justin Sparks
Sr Brand Managers, Huggies: Aaron Gretebeck & Jake Hoerner
Brand Managers, Huggies: Paige Chapman, Melanie Bauer & Sarah Inbau
Sr Associate Brand Manager, Huggies: Jake Odell
Sr Communications Manager, K-C North America Communications: Jessica Lutchen & Brook Smith