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McCann NY Turns Unwanted Baby Advice Into Something Actually Useful

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Agency launches tongue-in-cheek #ParentOn global campaign for baby brand Tommee Tippee

McCann NY Turns Unwanted Baby Advice Into Something Actually Useful

Tommee Tippee, the fastest growing baby bottle brand in North America, today is launching a global ad campaign created by McCann New York and themed #ParentOn.  The campaign reflects the results of a new poll of 1,000 new moms, commissioned by Tommee Tippee, which found that over half felt entirely overwhelmed by unsolicited advice and opinions. 

“Parenting advice is everywhere,” said Eric Silver, McCann’s North American Chief Creative Officer.  “It’s hard to escape nowadays, but the truth is parents have always known what to do - from the very beginning. There just weren’t books about it.

“Tommee Tippee wants all parents to take a deep breath, exhale, and do what they were born to do: Parent On!  (And maybe have some fun while at it.)”

In that spirit, Tommee Tippee and McCann concluded there must be some actual use for all that extra parenting feedback, so hired a paper making facility to collect baby books and articles, then recycle all the material to create a limited run of baby wipes. Introducing Tommee TIppee Advice Wipes.  Made from real, overwhelming baby advice. 

The result is not only a new way of using otherwise unwanted baby advice, but an unexpected way to help launch the overall message of the brand.

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Creative Agency

Account Executive: (Assistant) Amy Beck

Chief Creative Officer: Eric Silver

Creative Agency: McCann New York

Designer: David Mashburn, Ethan Buller, Rhett Bradbury

Executive Producer: Catherine Patterson

Group Creative Director: John Mescall, Jillian Goger

Integrated Producer: Chandler Simms

Print Producer: (Sr) April Gallo

Production Manager: (Chief Production Officer) Nathy Avriam

Strategist: (Sr) Amanda Perring


Edit Assistant: Nellie Phillips

Edit Company: Craft NY

Editor: Nathan Troester

Producer: Anthony Ramirez


Sound Engineer: Gerard McConville

Production Company

Director: Spencer Riviera

DOP: Marten Tedin

Executive Producer: Ralph Laucella, Devon Clark

Production Company: O Positive

Production Designer: Kevin Bird

Line Producer: Devon Clark

Post Production / VFX

Colourist: Nathan Troester

Post Production Company: O Positive

Genres: Comedy

Categories: Home, Toilet Paper

McCann North America, Tue, 18 Aug 2015 12:42:35 GMT