AMV BBDO and Sainsbury’s are releasing a new campaign to promote the Little ones nappy range from Sainsbury’s.
The idea of the campaign focuses around the wisdom gained from experience. The things you buy as a first time parent aren’t necessarily crucial to making your baby healthy and happy. But, by the second time round, we’ve learnt and developed as parents, and know exactly what we really do need. One such essential is a nappy that does the job, but at a sensible price. Just like Little Ones from Sainsbury’s.
The 30” TV ad shows first time parents learning by experience all the things they do and don’t need to keep their baby happy. We see them doing classic things like over filling the car for a trip away, over filling the pram for a quick trip out and being exceptionally cautious whilst bathing their baby. We then focus on our second time Mum confidently bathing and changing her baby with the help of big sister. She looks self-assured, relaxed and at ease, using Little ones Dry Fit nappies, one example of the things you really do need.
The campaign will run nationally across terrestrial and digital TV channels, national weekly magazines, weekly and daily press.
Project: Sainsbury’s Little ones
Client name & job title: Julia Foye – Advertising Manager & Mark Given – Head of Brand Communications
Creative Agency: Abbott Mead Vickers BBDO
Creative Directors Mike Durban & Tony Strong
Copywriter: Mary Wear
Art Director: Mike Durban & Mary Wear
Agency Planner: Sophie Lewis, Peter Zezulka
Agency Account Man: Nick Wheeler, Rachel Watson
TV Producer: Abbie McLean
Media Agency: PHD
Media Planner: Becca Bunbury
Production Company: Pop Up Films
Director: Karen Cunningham
Production Co. Producer: Julia Fetterman
Editing The Quarry - Bruce Townend
Post-production Company: Finish (TK) & Filament (Online)
Audio Post-production: Jungle Studios