This brilliant Pampers ad captures babies making doody in HD and glorious slow-motion. They are facial expressions anyone who has cared for a baby will instantly recognize. That faraway look and involuntary frowning (among other things) indicate that a serious diaper change is due. Pampers's (Procter & Gamble-owned babycare brand) new spot features the facial contortions of 10 babies while they are pooping: the 75-second spot, created by agency Saatchi & Saatchi London, is set to Strauss’ Thus Spake Zarathustra. The rousing track was used in Stanley Kubrick's 2001: A Space Odyssey and seems appropriate for this poop odyssey. Fast Company: "We've seen this, um, device, used before in ads, but never executed with such panache. It is a good thing that technology does not yet allow viewers to smell commercials." The film, entitled "Pooface" is for Pampers' range of baby wipes and also launches a new overarching strategy summed up in the final strapline: "Don’t fear the mess!" Although the ad, directed by Olly Blackburn via Great Guns, does not officially break until July 7, it has already been greeted with acclaim, winning a bronze film Lion in the Toiletries, Cosmetics & Beauty category, a Silver Film Craft Lion for casting and a Bronze Film Craft Lion at this year’s Cannes Lions International Festival of Creativity.
Creative Director:Kate Stanners
Creatives:Ben Mills, Matt Butterfield
Agency Producer:Anne O'neill
Production Company:Great Guns
Executive Producer:Sheridan Thomas, Laura Gregory
Director Of Photography:Nanu Segal
Production Design:Marie Lana