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.