Luvs : Sanitizer

Diaper Brands 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 happen to cost a whole 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 features moms that served up a healthy helping of neuroses every time anything happened to them or their first baby -- the pacifier dropping to the ground, or a stranger asking to hold their precious tot. By the time the second baby popped up, they ended 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.


Oct 08, 2013
Brand :
Client :
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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