In-utero pulses melt daddy hearts for Bayer's Elevit

CHINA - A campaign for Bayer's Elevit, a pregnancy vitamin brand, shows three expectant fathers reacting emotionally to a patch that allowed them to feel the pulses of their unborn babies' hearts.

The brand cited the demands of work, plus a policy that prevents expectant fathers from joining their wives in ultrasound exam rooms, as reasons dads may feel detached from the pregnancy process—leaving mothers less supported than they should be.

The video, 'All for that first hello', shows the dads and moms becoming overwhelmed at the experience of feeling the wearable device pulse based on ultrasound data of the onborn child's heartbeat.

The emotional appeal has struck a chord, with the original version of the film (the version above is a subtitled version for the media) garnering 3.5 million views in its first 24 hours and more than 10 million overall, according to the agency.

CREDITS

Group Creative Director: Mankit Auyeung
Associate Creative Director: Justin Leung
Associate Creative Director: Selwyn Low
Art Director: Anna Yang
Senior Copywriter: Hsien Chao
Business Director: Chiara Capitanio
Senior Account Director: Joanna Zhao
Planning Director: Brian Ng
Planner: Violet Zhao
Director: Henry & Song
Executive Producer: Connie Chua
Producer: Dora Zhou
Production House: G-Interactive