Creativity

This Honest Co. Ad About Childbirth Might Just Make You Tear Up

'There Are Moments That Forever Change You,' New Campaign Points Out

By Simon Dumenco. Published on Feb 22, 2017

Editor's Pick

"The Big One," a new ad from The Honest Company filmed in black-and-white, starts simply enough: We see a woman against a dark background and hear her voice: "My daughter was born March 15th at 5:10 a.m." Cut to more stark shots of other parents who, in quick succession, tick off the exact date and time their children were born. A subtly orchestral soundtrack by Will.i.am begins to swell and the sound of a heartbeat grows louder and louder as we glimpse brief scenes of women preparing for, and entering, childbirth.

And then the screen goes white and these words appear: "There are moments that forever change you."

Cue the sound of babies crying and shots of triumphant, tearful moms cradling their newborns. Finally, a tagline appears onscreen to close out the one-minute spot: "For this moment. For every moment. Honest."

Tucker Walsh of M ss ng P eces directed the ad, which consists of carefully curated user-generated content.

Honestly, it's a beautifully executed ad, and it might just make you forget a contentious, well, moment from last November. As Ad Age's Jack Neff reported at the time, "The Honest Co. has discontinued some ad claims for its diapers and baby wipes -- including the implication that rival brands are unsafe -- amid a challenge from rival Kimberly-Clark Corp., maker of Huggies, before the National Advertising Division of the Council of Better Business Bureaus."

A 30-second version of "The Big One" debuted during ABC's "The Bachelor" Monday night.

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About

Credits

Date
Feb 21, 2017
Client:
The Honest Company
Director:
Tucker Walsh
Production Company:
m ss ng p eces

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