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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About
Credits
- Date
- Apr 28, 2017
- Agency:
- Saatchi & Saatchi London
- Client:
- Pampers
- Global Executive Creative Director:
- Rob Burleigh
- Planner:
- 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:
- Starcom
- Media Planner:
- Jake Woodley
- Media Planner:
- James Filkin
- Media Planner:
- Karolina Orgal
- Media Planner:
- Sam McGroder
- Media Planner:
- Maria Ugrozova
- Production Company:
- Moxie Pictures
- Director:
- Luke Franklin
- Director of Photography:
- Eoin McLouglin
- Producer:
- Sue Caldwell
- Editor:
- David Webb
- Editorial Company:
- Final Cut
- Post-Production Company:
- The Mill
- Colorist:
- Jim Bracher
- Audio Post Production Company:
- Final Cut
- Engineer:
- Alex Bingham
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