Huggies and DAVID New York are putting a spooky spin on parenting with Full-Blown Horror Stories, a Halloween audio campaign that turns every parent’s worst nightmare, the baby blowout, into a scream-worthy experience.
Launched on Halloween, the series reimagines messy diaper disasters as scenes straight out of a horror movie, complete with eerie sound design, dramatic pacing, and misdirects that keep listeners guessing. Each story begins like a classic fright fest—before revealing that the real terror isn’t a ghost, but a diaper gone rogue.
The campaign features two cinematic spots: Paranormal Stomach Activity, a nod to the found-footage horror genre, and The Messiest Exorcism, which leans into over-the-top pulp terror. Together, they humorously highlight that with Huggies, there’s truly nothing to fear. Listen and cower below:
“If you’re a parent, you know few things are as terrifying as a blowout,” said Lauren Varvara, executive creative director at DAVID. “But we didn’t want to scare people; we wanted to celebrate the absurdity and unpredictability of these moments. Because with Huggies, the horror never lasts long.”
The Full-Blown Horror Stories campaign runs nationwide, bringing these frightfully funny moments to streaming audio platforms and radio across the U.S., just in time for Halloween.
CREDITS:
Brand: Huggies (Kimberly-Clark)
- Chief Creative Officer: Luiz Sanches
- President: Andrea Zahumensky
- General Manager: Matt Barresi
- Brand Director: Anjula Shokar
- Brand Manager: Evan Scanzera
- PR Director: Tabitha Dosch
AGENCY: DAVID New York
- Chief Creative Officers: Pancho Cassis, Daniel Lobatón, Edgard Gianesi
- Managing Director: Carolina Vieira
- Executive Creative Director: Lauren Varvara
- Associate Creative Directors: Thomas Nitti, Seiji Wakabayashi
- Chief Strategy Officer: Paula Vampre
- Group Account Director: Shani Athureliya
- Account Director: Irene León
- Head of Production: Brenda Morrison Fell
- Producer: Sophie Freid
- Business Affairs Director: Barbara Karalis
- Global Head of PR: Sandra Azedo
MUSIC/SOUND: Yessian Music Global
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