WaterWipes "Skin obsessed" by The Brooklyn Brothers

WaterWipes gives an honest portrayal of babies' skin in an ad challenging unrealistic and airbrushed images in the babycare category.

While babies’ skin is usually pictured as unblemished in advertising, WaterWipes shows common conditions such as cradle cap and nappy rash. With close-up shots and intimate details, the film "embraces skin in all its glory," Cali Oliver, creative director at The Brooklyn Brothers, said. The ad captures everyday moments between parents and their babies and features a diverse range of real families, including a same-sex couple, a baby with Down’s syndrome, a single mother and twins. The soundtrack is gospel song This Little Light of Mine

It was directed by Jason Lowe, a food director and photographer who is known for his visceral, sensorial style. He shot the ad with director of photography Suzie Lavelle, who recently filmed the BBC TV adaptation of Normal People

Credits

Creative director
Senior creative
Head of strategy
Client services
Producer
Production company
2AM
Director
Executive producer / MD
Executive producer
Producer
Production manager
Casting director
Post production
Post producer
Online
Colour grade
Music supervisor
Music supervision company
Sound house
Sound engineer

Become a member of Campaign from just £88 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