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.