Huggies celebrates baby butts with an earworm of a song in ads and on Spotify

Huggies gets all “Whopper Whopper” on us in a new music-driven campaign from agency Quality Meats saluting baby butts in all their glorious shapes and sizes. The work is built around an almost two-minute-long earwormy piece of original music, composed by Future Perfect, with amusingly butt-heavy lyrics. A portion of the track is featured in the 30-second spot below, and the whole thing will appear on Spotify and Pandora as well. The message is that Huggies fits your baby’s butt, no matter what size or shape. The spot, directed by commercial and music video director Keith Schofield, is launching on linear TV, OLV, OLA and social media in the coming weeks. It will be supported by digital, print and radio spots, as well as the :15 TV spot below. The campaign also includes social media, influencer and PR activation elements in the coming months. “Many of us here at Huggies are parents, and we understand firsthand how important a well-fitting and comfortable diaper is for babies of all shapes and sizes, and at every stage of childhood,” said Robert Raines, VP infant care North America at Kimberly-Clark. “Parents do everything possible to care for their babies, and we want everyone to know Huggies are made to comfortably fit all babies’ bodies. We had a ton of fun with the creative and song, and we know parents and baby will, too.” Obviously there’s a lyric video, too. Check that out below.

Huggies celebrates baby butts with an earworm of a song in ads and on Spotify

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