Creativity

Luvs: Name That Cry

Who says New Yorkers Can't Drive Their Babies Around Till the Sleep?

Published on Nov 07, 2013

Editor's Pick

Got a crying baby? An oft-shared piece of advice between parents is that driving around the block a few times with your little one can be the best soporific soother. But what happens when you live in NYC, or any other city where driving isn't the norm? Luvs understands the plight of these particular parents and wanted to provide them with a bit of relief with the "Lullaby Lift," a campaign for Luvs out of Saatchi & Saatchi New York.

On Twitter, exhausted parents were invited to tweet to @Luvs with the hashtag #lullabylift, and the diaper brand dispatched a fleet of special cabs to their ad. The cars would drive around until the babies fell asleep, while mom and dad were invited to share their stories of sleepless nights and parenting gripes. At the end of the ride, the families were sent home with packages of new Luvs with Nightlock, whose absorbency promises to help keep the little ones sleep through the night.

See some of the parents' stories to the right.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Nov 07, 2013
Agency:
Saatchi & Saatchi New York
Chief Creative Officer:
Con Williamson
Client:
Luvs
Creative Director:
Mason Hedgecoth
Creative Director:
Mike Pierantozzi
Copywriter:
Craig Schlesinger
Art Director:
Steve Mendonca
Director of Content Production:
John Doris
Producer:
Emily Deutsch
Associate Producer:
Robyn Nagorsky
Production Company:
California Amish
Director:
Tank & Bunker
Director of Photography:
Zachary Halberd
Producer:
Chris Hughlett
Editorial:
Outside Edit
Editor:
Ali Mao
Producer:
Fanny Cruz
Audio:
Headroom
Engineer:
Fernando Ascani

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.