This brilliant Pampers ad captures babies making doody in HD and glorious slow-motion. They are facial expressions anyone who has cared for a baby will instantly recognize. That faraway look and involuntary frowning (among other things) indicate that a serious diaper change is due.
Pampers’s (Procter & Gamble-owned babycare brand) new spot features the facial contortions of 10 babies while they are pooping: the 75-second spot, created by agency Saatchi & Saatchi London, is set to Strauss’ Thus Spake Zarathustra. The rousing track was used in Stanley Kubrick’s 2001: A Space Odyssey and seems appropriate for this poop odyssey.
Fast Company: “We’ve seen this, um, device, used before in ads, but never executed with such panache. It is a good thing that technology does not yet allow viewers to smell commercials.”
The film, entitled “Pooface” is for Pampers’ range of baby wipes and also launches a new overarching strategy summed up in the final strapline: “Don’t fear the mess!”
Although the ad, directed by Olly Blackburn via Great Guns, does not officially break until July 7, it has already been greeted with acclaim, winning a bronze film Lion in the Toiletries, Cosmetics & Beauty category, a Silver Film Craft Lion for casting and a Bronze Film Craft Lion at this year’s Cannes Lions International Festival of Creativity.
Agency: Saatchi & Saatchi London
Creative Director: Kate Stanners
Creatives: Ben Mills, Matt Butterfield
Agency Producer: Anne O’Neill
Director: Olly Blackburn
Production Company: Great Guns
Executive Producer: Sheridan Thomas
Executive Producer: Laura Gregory
Producer: Tim Francis
Director of Photography: Nanu Segal
Production Design: Marie Lana
Editor: Andy Philips
Post Production: Rushes
Grade: Simone Grattarola
Release: Jul 01, 2015
Safe Sleep for Infants | SIDS Prevention By keeping your baby in safe sleeping environment and following the ABCDs of safe sleep, you can reduce the risk of sudden infant death syndrome (SIDS) and other sleep-related causes of infant death.