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Parents Ask ‘What’s This?’ in Comedic Campaign for Baby and Mum Skincare Brand Pipette

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barrettSF teams with director Java Jacobs on new spot

Parents Ask ‘What’s This?’ in Comedic Campaign for Baby and Mum Skincare Brand Pipette

barrettSF has launched its first campaign for Pipette, a baby and mum skincare brand that specialises in designing solutions that work for babies’ sensitive skin. First launched in September 2019, Pipette has quickly expanded its presence both online and in-store with placements at food, drug and mass retailers such as Target, Amazon, Walgreens and buybuyBaby.   

After winning the account in October, barrett worked quickly to concept and produce a collection of ads that would increase brand awareness and familiarity with the gentle, 100% clean and completely nontoxic products. Aptly named, “What’s This?”, the work follows harried parents in various confounding situations as they navigate everyday life as a parent and question everything. 

“It was important that we show real moments parents experience on any given day,” said Margaret Park, senior director, creative at Pipette. “This age of social media-perfected parenting is dismissive to real struggles and is actually incredibly unkind. Ultimately, our goal was to extend a bit of empathy to real parents by acknowledging the chaos of constant questions that come with the experience, and let them know that Pipette is here to help by making product decisions very, very easy.” 

Created by an all-female team—including the client team, agency team, director, and editor—the group sought to expand beyond motherhood and develop a campaign that all parents could relate to. With each new situation and corresponding question, it was essential that the vignettes represented real concerns parents encounter, without veering into fear-mongering. 

“We wanted to communicate the importance of clean and safe products without leaning into fear—after all, parents already have a million and a half worries every single day,” said Marisa Buss, group account director at barrett. “Pipette is just one less thing they have to question, and to us, that's a big victory.” 

With a mission to protect families and the planet through safe, affordable, high-performing products powered by sustainable biotechnology, Pipette found a niche in a crowded category—one that felt authentic to parents and the brand— and barrett found a way to showcase it. 

“What’s This?” breaks January 10 on Connected TV and social media. Networks include Hulu, NBC, Spot On, CTV, and Peacock. 

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Agency: barrettSF

Chief Creative Officer: Jamie Barrett

Creative Director: Aryan Aminzadeh

Art Director: Daisy Serafini

Copywriter: Brianna Gross

Group Account Director: Marisa Buss

Account Director: Colleen Ridder

Account Manager: Satara Post

Head of Production: Conor Duignan

Senior Producer: Charlotte Dugoni

Production Company & City: Reverse, Brooklyn

Director: Java Jacobs

Founder/EP: Thibaut Estellon

Line Producer: Kristi Lippa

Director of Photography: Maya Bankovic

Post Production & City: Whitehouse Post, LA

Editorial Company & City: Whitehouse Post, LA

Editor: Glorily Velez

Music Company & City: Citizen Music, LA

Visual Effects Company & City: Carbon, LA

Visual Effects Flame Artists: Chris Wiseman

Post Producers: Katrina Kuss and Dillard Brown

Color Company: Carbon

Colorists: Bree Brackett and Julien Biard

Business Affairs: Tricia Krasneski

Client: Pipette

Sapka Communications, Thu, 13 Jan 2022 16:30:00 GMT