O&M launches Huggies TV campaign

Ogilvy & Mather unveils the first of three TV spots next week in an

pounds 8 million relaunch of Kimberly-Clark's range of Huggies


The ads aim to promote the new range of three varieties - one for each

stage of a baby's development - called 'beginnings', 'freedom' and


Launching nationally on 19 March and running for 11 weeks, the first TV

ad will introduce the entire range and will be followed by individual

films for other variants.

The ads show babies from three stages of development - cot, crawling and

toddling. The second stage, crawling babies are shown thrashing around

in an all-green landscape made from soft material, bashing everything

with wooden spoons.

The toddling stage children are dressed as cowboys, and are shown line

dancing with a chicken in a barn.

The TV films are supported by posters and press ads that employ images

of young children's footwear to represent the three stages of


The press ads will run for the remainder of this year.

The new packaging for the range was devised by the WPP-owned Coley

Porter Bell. The colour-coded designs are referenced in all the campaign


The ads were written and art directed by Nick Parton, and directed by

Patricia Murphy through Rushes. Photography was by Peter Rauter. Media

planning and buying was by MindShare.

Kimberly-Clark announced a pounds 30 million marketing budget for its

Huggies range of nappies in January. Last year it put pounds 10 million

behind the Air Dry & Baby Soft brand.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).