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.