Babies and puppies always seem to score big on the Super Bowl. To be honest, if you’re Huggies what else are you going to use? To launch Huggies’ new platform and establish the brand’s point of view, the brand has debuted its global anthem film ‘Welcome to the World, Baby’.
The two-minute film sets out to demonstrate what it’s like for babies being brand new to life and all its marvels, big and small.
Bringing to life the idea that Huggies is a helpful co-pilot and supportive ally helping babies – and, by association, their parents – navigate their unfamiliar new world securely.
Created by Droga5 and directed by SMUGGLER’S Mark Malloy, The voice of the brand speaks directly to babies throughout the film, acting as an off-camera sidekick that’s equally reassuring and humorous, in its helpful observations on how baby’s world works. Truth is, the film reveals that babies kinda have it made.
And to match the distinct voice with an equally distinct visual language, the film adopts two key camera angles – close-ups looking directly at the baby, and short focus angles from the baby’s point of view on the world. Watch below:
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Rebecca Dunphey, president of personal care at Kimberly-Clark North America, said: “Between shifting family dynamics, a flood of unsolicited opinions and random tips on social media, today’s parents can’t help but question their instincts. We found that against a sea of noise, more than anything, families need a supportive ally throughout every step of babyhood – and Huggies is just that.”
“The Huggies’ anthem film captures the essence of its new global creative platform, ‘We Got You, Baby’, which is an expression of Huggies as copilot to baby (and parents by association) as they navigate all the unknowns together.” added Juliana Cobb, executive creative director, Droga5. “We wanted to bring a much needed, refreshing sense of reality and joy to the whole experience of babyhood. Even in all its messy, exhausting chaos, the truth is, babyhood has a certain kind of awesome magic.
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Tell us what you think in the comments section. For a complete list of Reel 360’s Super Bowl coverage click here. Super Bowl LV airs February 7 on CBS at 6:30 PM EST, 5:30 PM CST and 3:30 PST.
CREDITS:
CLIENT: Kimberly-Clark – Huggies
- CHIEF GROWTH OFFICER: Alison Lewis
- GROUP PRESIDENT, K-C NORTH AMERICA: Kim Underhill
- PRESIDENT, NORTH AMERICA PERSONAL CARE: Rebecca Dunphey
- VP, GLOBAL BABY & CHILD CARE: Craig Christenson
- GENERAL MANAGER, HUGGIES: Robert Raines
- REGIONAL SECTOR LEAD, BABY & CHILD CARE: Blake Boulden
- SR. DIRECTOR, GLOBAL CREATIVE & DESIGN, BABY & CHILD CARE: Ben Gladstone
- GLOBAL DESIGN DIRECTOR, BABY & CHILD CARE: Justin Sparks
- SR. BRAND MANAGERS, HUGGIES: Aaron Gretebeck and Jake Hoerner
- BRAND MANAGERS, HUGGIES: Paige Chapman, Melanie Bauer and Sarah Inbau
- SR. ASSOCIATE BRAND MANAGER, HUGGIES: Jake Odell
- SR. COMMUNICATIONS MANAGER, K-C NORTH AMERICA COMMUNICATIONS: Jessica Lutchen and Brook Smith
- MEDIA MANAGER, BABY & CHILD CARE: Lauren Brand
- CONSUMER ENGAGEMENT MANAGER, BABY & CHILD CARE: Carolyn Eisele
- DESIGN MANAGER, BABY & CHILD CARE: Samantha Goss
- SENIOR PARALEGAL II, BABY & CHILD CARE: Sara Kruschke
- MARKETING OPERATIONS LEADERS, BABY & CHILD CARE: Rebecca Keil
- CATEGORY SALES SR. MANAGER, BU SALES, BABY & CHILD CARE: Andrew Klein
- SHOPPER ENGAGEMENT SR. MANAGER, BU SALES, BABY & CHILD CARE: Lori Borchardt
- DIRECTOR, BABY & CHILD CARE STRATEGY: Pam VanHout
- CONSUMER HEALTHCARE SALES LEADER, HUGGIES: Amy Kassing
- SR. CONSUMER HEALTHCARE MARKETING MANAGER, HUGGIES: Valerie Johnson
- CONSUMER HEALTHCARE BUSINESS DEVELOPMENT MANAGERS, HUGGIES: Mimi Chapel and Sheena Velazquez-Pabon
AGENCY: Droga5 NY
- CREATIVE CHAIRMAN: David Droga
- GLOBAL CHIEF CREATIVE OFFICER: Neil Heymann
- CO-CHIEF CREATIVE OFFICERS: Tim Gordon and Felix Richter
- EXECUTIVE CREATIVE DIRECTOR: Juliana Cobb
- CREATIVE DIRECTORS: Alyssa Georg and Elena Knox
- ASSOCIATE CREATIVE DIRECTORS: Meli Chamorro and Stacey Smith
- ART DIRECTOR: Jasper Yu
- COPYWRITER: Danielle Gasbarro
- COPYWRITER: Sara Muchnick
- CONTENT WRITER: Gus Sainwood
- EXECUTIVE DESIGN DIRECTOR: Rich Greco
- ASSOCIATE DESIGN DIRECTOR: Kayt Brylinsky
- SR. DESIGNER: Leslie Cheng
- DESIGNER: Maddie Bone
- GROUP USER EXPERIENCE DIRECTOR: Craig Wong
- SR. USER EXPERIENCE DESIGNER: James Garvey
- CHIEF CREATION OFFICER: Sally-Ann Dale
- PRODUCERS, FILM: Sophie Paton, Tegan Mahford and Andres Riveros
- SR. MUSIC SUPERVISOR: Mike Ladman
- DIRECTOR OF BUSINESS AFFAIRS: Dan Simonetti
- SR. BUSINESS AFFAIRS MANAGER: Kiki Powell
- TALENT MANAGER: Sunny Valencia
- SR. TRAFFIC MANAGER: Wendy Kaplan
- DIRECTOR, ART PRODUCTION: Cliff Lewis
- PRODUCER, ART: Caroline Fahey
- EXECUTIVE PRODUCER, PRINT: Alyssa Dolman
- DIRECTOR OF INTERACTIVE PRODUCTION: Tasha Cronin
- SR. PRODUCER, INTERACTIVE: Ian Graetzer
- PRODUCER, INTERACTIVE: Colin Neff
- ASSOCIATE PRODUCER, INTERACTIVE: Michelle Levitch
- GLOBAL CHIEF STRATEGY OFFICER: Jonny Bauer
- GROUP STRATEGY DIRECTOR: Ben Brown
- STRATEGY DIRECTOR: Emily Mulvey
- STRATEGIST: Mykala Daniel
- HEAD OF COMMUNICATIONS STRATEGY: Dean Challis
- COMMUNICATIONS DIRECTOR: Courtney Bernstein
- COMMUNICATIONS STRATEGIST: Gabrielle Deckelman
- GROUP DATA STRATEGY DIRECTOR: Ryan Miller
- JR. DATA STRATEGIST: Shelby Lance
- EXECUTIVE GROUP ACCOUNT DIRECTOR: Courtney Russell
- ACCOUNT DIRECTORS: Cris Scardino and Elizabeth Federico
- ACCOUNT SUPERVISORS: Mitch Katz, Tehjal Suri and Cameron Yates
- ACCOUNT MANAGERS: Kirstie Beck and Gabrielle Newman
- ASSOCIATE ACCOUNT MANAGERS: Laura Gonzalez and My-Linh Tran
- SR. PROJECT MANAGER: Sarah Arrillaga
- PROJECT MANAGERS: Nicole Dolman and Janelle Whitehurst
AGENCY: Accenture Interactive
- GLOBAL DELIVERY LEAD: Valia Todorova
- EXECUTIVE CREATIVE DIRECTOR: Marisa Fuoco
- SR. COPYWRITER: Kelli Solomon
- SR. DESIGNER: Alena Titova
- DIGITAL CRM LEAD: Jeannette Kocsis
- CRM STRATEGIST: Pearly Hidron
- ACCOUNT DIRECTOR: Ruth Tempest
- PROJECT MANAGER: Jaqueline Dahl
PRODUCTION COMPANY: SMUGGLER
- DIRECTOR: Mark Molloy
- DOP: Mauro Chiarello
- EXECUTIVE PRODUCERS: Patrick Milling-Smith, Brian Carmody and Sue Yeon Ahn
- HEAD OF PRODUCTION: Alex Hughes
- COO: Andrew Colon
- PRODUCER: Ben Croker
- PRODUCTION DESIGNER: Elmi Badenhorst
- STYLIST: Sylvia Esme Van Heerden
- CASTING: Tracey Lund
- SERVICE PRODUCTION: Orange Films
- SERVICE PRODUCER: Jon Day
- SERVICE LINE PRODUCER: Nicole Ford
EDIT: Work Editorial
- EDITORS: Stewart Reeves and Trish Fuller
- ASSISTANT EDITORS: Audrey Weiner, Leah Turner and Winter Brihn
- EXECUTIVE PRODUCER: Erica Thompson
- PRODUCER: Samara Kelly
POST PRODUCTION: A52
- EXECUTIVE PRODUCERS: Patrick Nugent and Kim Christensen
- HEAD OF PRODUCTION: Stacy Kessler-Aungst
- HEAD OF CG PRODUCTION: Michael Steinmann
- MANAGING DIRECTOR: Jennifer Sofio Hall
- PRODUCER: Jillian Lynes
- PRODUCER: Andrew Rosenberger
- VFX SUPERVISOR: Urs Furrer
- CG SUPERVISOR: Andy Wilkoff
- FLAME ARTISTS: Andy McKenna, Steve Wolff, Dan Ellis, Rod Bashman and Mike Vaglienty
- 3D ARTIST: Joe Chiechi
- MATTE PAINTER: Jie Zhou
- ONLINE EDITORS: Dan Ellis, John Valle and Gretchen Capatan
- ANIMATOR: Steven Biggert
MUSIC COMPOSITION: Mr Pape
- NAME OF TRACK: ‘Ode to the little ones’
- SOUND DESIGN: 750mph
- HEAD OF PRODUCTION: Martin Critchley
- EXECUTIVE PRODUCER: Jessica Ringshall
- HEAD SOUND ENGINEER & SOUND SUPERVISOR: Sam Ashwell
SOUND MIX/VO RECORD: Heard City
- EXECUTIVE PRODUCER: Sasha Awn
- AUDIO MIXER: Phil Loeb
- AUDIO MIXER JEREMY SIEGEL
- ASSISTANT MIXER: Catherine Sangiovanni
COLOR: Company 3
- COLORIST: Sofie Borup
- POST PRODUCER: Alexandra Lubrano
- VOICE OVER CASTING DIRECTOR: Sound and Fury
- CASTING FOOTAGE RESEARCHER: Mike Davis
