Creativity

Pampers: PPP

Big huggies and luvs to P&G's Pampers for making this strangely colorful and copy-crazy dent in the not traditionally hip diaper category. "Pampers is famous for overnight dryness," asserts Saatchi & Saatchi CCO Tony Granger, so the

Published on Aug 17, 2005

Editor's Pick

Big huggies and luvs to P&G's Pampers for making this strangely colorful and copy-crazy dent in the not traditionally hip diaper category. "Pampers is famous for overnight dryness," asserts Saatchi & Saatchi CCO Tony Granger, so these ads present fables of overnight wetness, intended to "charmingly capture the emotion of a wet diaper from a child's perspective," he adds. "Connecting with both moms and babies, illustrations bring to life the challenge of concentrating on anything else when you have a soggy bum." The payoff line at the bottom reads, "It's hard to concentrate on a good book with a wet diaper on your mind." Each ad boasts a different illustrator: Tim Jessell, "Porcupines"; Rien Poortvliet, "Gnomes"; Cathy Gendren, "Cat & Fish" and Jimmy Pickering, "Farm."

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About

Credits

Date
Aug 17, 2005
Client:
Pampers
Chief Creative Officer:
Tony Granger
Global Creative Director:
Barbara Boyle
Art Director:
Peter Cohen
Copywriter:
Jay Taub
Illustrator:
Rien Poortvliet
Illustrator:
Tim Jessell
Illustrator:
Cathy Gendren
Illustrator:
Jimmy Pickering
Agency:
Saatchi & Saatchi New York

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