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BALD HEADS ARE MORE THAN CUTE... ...BUT NOT TOO SURE ABOUT BARE KNEES

By Published on .

The Marting Agency

Richmond, Va.

Healthtex "0-23 Months"

Mike Hughes, Creative Director

Carolyn McGeorge, Art Director

Jelly Helm, Art Director

Joe Alexander, Copywriter

Photography: Dublin Productions

The Martin Agency,

Richmond, Va.

Healthtex "2-6 Years"

Mike Hughes, Creative Director

Jamie Mahoney, Art Director

Carolyn McGeorge, Art Director

Raymond McKinney, Copywriter

Photography: Dublin Productions

The Martin Agency's print campaign for Healthtex shows that clothes make the infant.

Catchy headlines in ads for the VF Corp. division address, from the child's perspective , the dilemmas mothers face dressing children.

"When you're bald and toothless, you'd better wear cute clothes," says one finalist ad, thus selling mom on the social needs of her child (while reminding her that, often, the only way to tell a newborn baby girl from a boy is the clothes).

"It's true, as you get older, the knees are the first thing to go," says a second finalist ad touting reinforced knees on the brand's pants.

The $5 million campaign runs in parenting magazines. And sales have increased 42% since the 1992 launch of the effort, says John Martin, Healthtex's marketing services director. Advertising awareness has increased by 35%, he adds.

That's pretty cute.

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