Moms, Don't Sweat the Small Stuff
Diaper Brand Luvs Makes the Case for Caring a Whole Lot Less Than You Used To
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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