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
The campaign intends to capitalise on the growing market for follow-on
baby milk, promoted as having the vitamins and minerals that aid babies’
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.