Tissue Time: Pampers Invented a New Holiday in This Tear-Filled Ad From Japan

Touching Film Celebrates a Woman's First Year of Parenting

Published On
Jan 29, 2015

Editor's Pick

Time to pull out the tisseus again. It looks like P&G's Pampers just created a new holiday we think would be worth celebrating around the world, in this tear-inducing new documentary created out of Beacon/Leo Burnett Tokyo. The campaign makes the astute observation that a baby's first birthday is a woman's first birthday too -- as a mom.

To celebrate the occasion, the agency filmed a few mothers taking their babies to their 1st-year hospital checkups, but along with their children's clean bills of health, they received a touching surprise. Dads hung portaits of the mothers and children on the hospital walls and greeted them with cakes to say, "Happy Birthday."

Pampers invites other families to celebrate too on a special website, where other fathers, family and friends can send b-day greetings to one-year-old moms.


Jan 30, 2015
Agency :
Beacon/Leo Burnett-Tokyo
Brand :
Client :
Executive Creative Director :
Jon King
Creative Director :
Taketo Igarashi
Creative Director :
Kiyohiko Yagishita
Copywriter :
Taketo Igarashi
Copywriter :
Kuniaki Yamamoto
Art Director :
Jun Goto
Art Director :
Hiroki Kawaue
Agency Producer :
Rumi Kubota
Director :
Toshihiko Takashima
Producer :
Koichi Sakamoto
Production Manager :
Taira Kono
Cinematographer :
Ryosuke Kawaguchi
Art Producer :
Yoshiaki Ishikawa
Recording :
Shigeru Fujibayashi
Music Producer :
Thomas Suess
Edit :
Aika Miyake
Visual Effects :
Yusaku Yasuda
MA :
Daniel Lovell

Need a credit fix? Contact the Creativity Editors

Project Type