Dry Humor

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Big huggies and luvs to P&G's Pampers for making a strangely colorful and copy-crazy dent in the not traditionally hip diaper category. "Pampers is famous for overnight dryness," asserts Saatchi & Saatchi CCO Tony Granger, so these ads present fables of overnight wetness, intended to "charmingly capture the emotion of a wet diaper from a child's perspective," he adds. "Connecting with both moms and babies, illustrations bring to life the challenge of concentrating on anything else when you have a soggy bum." The payoff line at the bottom reads, "It's hard to concentrate on a good book with a wet diaper on your mind." Each ad boasts a different illustrator; "Cat & Fish" is the work of Cathy Gendren.

Client: Pampers Agency: Saatchi & Saatchi, N.Y. CCO: Tony Granger Global CD: Barbara Boyle CW: Jay Taub AD: Peter Cohen Illustrators: Rien Poortvliet, Tim Jessell, Cathy Gendren, Jimmy Pickering

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