Sleeping babies front TV spot for Cow & Gate Step-Up

Cow & Gate tugs at mothers’ heartstrings in TV advertising that exploits the deep emotional bond between parents and babies.

Cow & Gate tugs at mothers’ heartstrings in TV advertising that

exploits the deep emotional bond between parents and babies.



Infants sleeping contentedly to the soundtrack of Who Wouldn’t Love You?

- an Inkspots hit from the 30s - are featured in a new 30-second

commercial breaking in northern TV regions this Thursday before a

probable national roll-out.



Abbott Mead Vickers BBDO has produced the film to promote Step-Up, the

Nutricia-owned company’s follow-on baby milk, intended for babies aged

from six months to two years.



The commercial takes a blatantly emotional approach by showing babies

apparently asleep in the palm of a mother’s hand, on a feather and in a

pile of cotton wool balls.



The ad breaks with the long-running Cow & Gate mnemonic of a cow

standing in a field by a five-bar gate. In the new film, the real cow is

replaced by a toy one and the gate by a baby stair gate. A voiceover

explains how the product ’helps you protect the important little things

in life’.



The campaign intends to capitalise on the growing market for follow-on

baby milk, promoted as having the vitamins and minerals that aid babies’

general health.



Judith Frame, AMV’s board account director on the business, said: ’The

sector is relatively new but growing because mothers are becoming more

aware of the need to continue feeding babies tailored products rather

than relying on cows’ milk.’



The commercial was written by Mary Wear, art directed by Damon Collins

and directed by Mark Denton through Blink Productions. Media is being

handled by New PHD.



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