Creativity

Two Dads Obsess Over Their Kid's First Haircut in a Spot From Luvs

Brand Contrasts First Time Parenting With Subsequent Offspring

By Alexandra Jardine. Published on Aug 08, 2017

Editor's Pick

A new spot from P&G budget diaper brand Luvs has fun with a truth known to every parent -- you obsess so much more over your first child than any subsequent offspring.

The spot -- also notable because it features two dads -- contrasts the first child's first haircut, with the over-anxious fathers haranguing the barber about styling, taking photos and worrying about safety, with the second kid's haircut. The latter simply involves a DIY job around the kitchen table with a salad bowl.

The message of the spot, by Saatchi & Saatchi New York, is simple -- according to the brand, by the time they have their second kid every parent feels like an expert, and is more likely to choose Luvs than first-time parent. It continues the brand's "First Kid, Second Kid"-themed campaign that has been running since 2012.

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About

Credits

Date
Aug 08, 2017
Agency:
Saatchi & Saatchi New York
Client:
Luvs

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