Moms, Don't Sweat the Small Stuff

Diaper Brand Luvs Makes the Case for Caring a Whole Lot Less Than You Used To

Published On
Oct 08, 2013

Editor's Pick

Diaper brand Luvs -- which happens to cost a lot less than premium brands Huggies or Pampers -- shows uptight first-time moms relaxing a whole lot more once they have their second kid, with two new spots created via Saatchi & Saatchi New York. The ads feature moms tearing their hair out every time anything happens to their first baby -- like the pacifier dropping to the ground, or a stranger asking to hold their precious tot. By the time the second baby pops up, they end up caring less about the things that really didn't matter -- and also started using Luvs.

It's a strategy the P&G-owned brand has been employing for a while, as evidenced in this 2012 ad featuring public breastfeeding that spawned much love -- and much hate -- from the ad-watching public.

Credits

Date
Oct 08, 2013
Brand:
Luvs
Client:
Luvs
Agency:
Saatchi & Saatchi-New York
Chief Creative Officer:
Con Williamson
Creative Director:
Mason Hedgecoth
Creative Director:
Jeff St. Jean
Director, Content Production:
John Doris
Producer:
Ian Kelly
Art Director:
Steve Mendonca
Copywriter:
Craig Schlesinger
Production Company:
Anonymous Content
Director:
Brian Billow
Executive Producer:
Eric Stern
Director, Photography:
Robert Yeoman
Line Producer:
James Graves
Editorial:
Outside Edit
Editor:
Jeff Ferruzzo
Editor:
Steve Evans
Assistant Editor:
Laurel Smoliar
Producer:
Fanny Cruz
Executive Producer:
Sila Soyer
Flame Artist:
Tristian Wake
Audio Producer:
Headroom Digital Audio
Engineer:
Fernando Ascani
Producer:
Darcy Gerbino
Music:
Super Exploder
Composer:
Ted Gannon
Executive Producer:
Beth Cummins

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Project Type