Creativity

The Trying, Messy Moments of Family Life Are Pure Happiness in Beautiful Ad

Campaign for Happy Family Brand Captures the Painful Joy of Real Life

By Alexandra Jardine. Published on Jan 26, 2016

Editor's Pick

A new campaign from organic food brand Happy Family is all about the moments that make up family life -- the highs, the lows and the milestones. While that's not a particularly original idea, the ad is so well-crafted that it totally succeeds on a feelgood level. For example, there are vignettes that are alternately touching, funny or just so real: a dad takes his daughter to her first day at school, a little girl of about five introduces her parents to her "boyfriend," an exhausted mom of a newborn admits, "This is really hard," and a son shows his mother a picture he drew of her -- with totally frizzed-out hair. Nevertheless, the ad ends with a tag to describe it all: "This is happy."

The ad, by Brooklyn-based agency Madwell, aims to dismiss the "right" way to parent and encourages parents to share their #ThisisHappy moments, which can be seen on the brand's site. Happy Family, which was founded in 2006, has a range of organic food aimed at babies, toddlers, kids and their moms.

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About

Credits

Date
Jan 26, 2016
Agency:
Madwell
Client:
Happy Family

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