Pampers Captures Real Life With Preemie Babies in Spot Promoting Its Tiniest Diapers

Spot Features Nine Familes at a Neonatal Unit

By Alexandra Jardine. Published on Apr 28, 2017

Editor's Pick

Pampers authentically captures the experience of having a premature baby in a new U.K. spot promoting the Procter & Gamble brand's Preemie Protection diaper range.

The ad, by Saatchi & Saatchi London, was filmed at Southampton Hospital's neonatal unit, and features nine real families, their babies and the hospital staff. Director Luke Franklin at Moxie Pictures filmed real parents, babies and carers from birth until the journey home -- and the spot does a nice job of showing the ups and downs of life after a preemie birth, while demonstrating in close-up detail just how tiny and vulnerable these "little fighters" can look.

The ad will launch on TV in the U.K. and Ireland tomorrow, rolling out to the rest of Europe in July. The campaign, which also includes print, social and PR, features the size P3 diaper, which is suitable for babies weighing as little as 500g and is three sizes smaller than a regular newborn nappy. The new Preemie Protection range also includes P1 and P2 sizes.

As part of the campaign, Pampers is asking parents to share images of their newborns with a clenched fist on social media in order to show the fighting spirit of babies. For every image shared using the hashtag #powerofbabies, Pampers will donate one pound to premature baby charity Bliss.

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Apr 28, 2017
Saatchi & Saatchi London
Global Executive Creative Director:
Rob Burleigh
Clement Fiorda
Account Handler:
Carla Govindji-Thorne
Account Handler:
Andrea Kenerly
Account Handler:
Sarah Kehoe
Account Handler:
Henrietta Kerr
Agency Producer:
Anne O'Neill
Agency Producer:
Lara Baxter
Media Buying Agency:
Media Planner:
Jake Woodley
Media Planner:
James Filkin
Media Planner:
Karolina Orgal
Media Planner:
Sam McGroder
Media Planner:
Maria Ugrozova
Production Company:
Moxie Pictures
Luke Franklin
Director of Photography:
Eoin McLouglin
Sue Caldwell
David Webb
Editorial Company:
Final Cut
Post-Production Company:
The Mill
Jim Bracher
Audio Post Production Company:
Final Cut
Alex Bingham

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