Salt N Pepa's 'Push It' takes on whole new meaning when set against women in labor

Campaign by Saatchi London pays tribute to the work of midwives

Published On
Jun 07, 2018

Editor's Pick

Salt-N-Pepa's classic '80s track "Push It" brings an energetic, celebratory vibe to real-life scenes of women in labor, in a new Pampers U.K. campaign paying tribute to the work of midwives.

To capture the drama and hard work that goes into helping women give birth, the spot from Saatchi & Saatchi London was shot in the maternity wards at the Princess Anne Hospital in Southampton and New Forest Birth Centre. Justin Stokes at HLA directed.

On social media, Pampers is calling for parents to post with the hashtag #ThankYouMidwife to show their appreciation, and during the campaign, for every thank you shared, the brand will donate one pound to the Benevolent Fund of the Royal College of Midwives.

Pampers will also be funding a series of midwives' staff room makeovers across the U.K., starting with Southampton where the commercial was shot.

Also, fun fact: according to Salt aka Cheryl James in an interview with The Guardian, the classic tune is actually a favorite in maternity wards--and apparently, an aphrodisiac for sharks.


Jun 07, 2018
Brand :
Agency :
Saatchi & Saatchi-London
Executive Creative Director :
Rob Burleigh
Creative Team :
Rob Burleigh
Creative Team :
Sarah Lim
Creative Team :
Sara Stoneham
TV Producer :
Anne ONeill
Planner :
Polly Evelegh
Account Handler :
Carla Govindji-Thorne
Account Handler :
Andrea Kenerly
Account Handler :
Laura Etherington
Account Handler :
Henrietta Kerr
Account Handler :
Poppy Brookes
Media Buying Agency :
Publicis Media
Media Buying Agency :
James Filkin
Media Buying Agency :
Tom Colgan
Media Buying Agency :
Clare Abiodun
Media Planner :
Isabelle Wiedemann
Media Planner :
Graham Kenchington
Media Planner :
Philippine Reys
Media Planner :
Maria Petropoulou
Production Company :
Director :
Justin Stokes
Production Company Producer :
Tim Daukes
Editor :
Owen Oppenheimer
Edit Company :
The Quarry
Post Production Company :
The Mill
Colorist :
James Bamford
Audio Post Production Company :
Audio Post Production Company :
Phil Bolland

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