Directed by SMUGGLER's Mark Molloy, Droga5's light-hearted and insightful spot showcases how simply fantastic being a baby really is
To launch Huggies’ new platform and establish the brand’s point of view, Huggies is proud to debut its global anthem film 'Welcome to the World, Baby'. The two-minute film sets out to demonstrate what it’s like for babies being brand new to life and all its marvels, big and small. Bringing to life the idea that Huggies is a helpful co-pilot and supportive ally helping babies - and, by association, their parents - navigate their unfamiliar new world securely.
The voice of the brand speaks directly to babies throughout the film, acting as an off-camera sidekick that’s equally reassuring and humorous, in its helpful observations on how baby’s world works. Truth is, the film reveals that babies kinda have it made. And to match the distinct voice with an equally distinct visual language, the film adopts two key camera angles - close-ups looking directly at the baby, and short focus angles from the baby's point of view on the world. Everything about the film signals Huggies’ refreshing take on the diaper and wipes category, and it’s uniquely supportive role in easing baby and parents through the unknowns of babyhood.
Rebecca Dunphey, president of personal care at Kimberly-Clark North America, said: “Between shifting family dynamics, a flood of unsolicited opinions and random tips on social media, today’s parents can’t help but question their instincts. We found that against a sea of noise, more than anything, families need a supportive ally throughout every step of babyhood - and Huggies is just that. With decades of experience and innovation, we can offer parents the confidence they crave and babies the products they need to stay healthy, comfortable and protected. This two minute brand film helps to remind parents and babies alike of our support and partnership for them all.”
“The Huggies’ anthem film captures the essence of its new global creative platform, 'We Got You, Baby', which is an expression of Huggies as copilot to baby (and parents by association) as they navigate all the unknowns together." added Juliana Cobb, executive creative director, Droga5. "We wanted to bring a much needed, refreshing sense of reality and joy to the whole experience of babyhood. Even in all its messy, exhausting chaos, the truth is, babyhood has a certain kind of awesome magic. And with the voice of the brand engaging with baby in a direct conversation, Huggies gets to be part of that experience and own its place as an essential ingredient - not just functionally with diapers and wipes, but as a voice of support that understands what’s both weird and wonderful in what babies and their parents are going through.”