Huggies
North America
Done well, a diaper ad almost always puts a smile on people’s faces. But they aren’t always done well – sometimes there’s too much detail about new ranges, or tedious pseudo-science. Other times the storyline just doesn’t gel.
Huggies’ 5-Star Super Bowl ad doesn’t break new ground – but it doesn’t make any of those mistakes, either. It sticks to what diaper ads do best – smiling, chuckling, wriggling babies, and plenty of ’em. There’s a charming conceit – the narrator welcoming babies to the world – but it’s never applied so heavily that it gets in the way of the visuals. The brand is prominent but not overwhelming. And the babies are, of course, extremely cute.
It’s not the kind of ad that wins awards, but it does hold a lesson for advertisers in big FMCG categories: the basic category codes you work with got that way for a reason, and that reason is usually that they work. Executed with heart and panache, they will deliver effectiveness again and again.
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