Pampering harried parents while silencing baby haters

Babies will be babies. That's something travellers should try to remember. The wee ones can't help crying, after all.

A new Chinese New Year campaign for P&G's Pampers brand cleverly tackles the epic journey home during the annual travel rush in China. 'Babies on Board', created by Saatchi & Saatchi Shanghai, is a two-minute ad that shows the plight of on-the-road harried parents in a smile-provoking way.

The diaper brand encourages those in the vicinity of little travellers to spare some thoughts for the mothers and fathers, who are no doubt stressed out with trying to soothe babies, who in turn are distressed by an unfamiliar environment and disruption of their normal routines.

Throw in crowds, delays, and extra luggage full of CNY gifts to carry, and parents really have their hands full. Not to mention the 'evil eye' that some commuters give parents for puncturing their peace—about which many friends of Ad Nut have told stories.

In terminal two at Baiyun Airport in Guangzhou, Pampers is sponsoring a premium baby lounge, so parents can have a comfortable place to take a breather, rest and breastfeed (with Pampers products provided, of course).

In addition, a collaboration with the Shenzhou private car service allows rental of cars specially equipped with Pampers diapers to service young parents and their tots.

Pampers also teamed up with Hainan Airlines to distribute a branded carry-on bag to any family with a baby in tow on certain routes. And in the Shanghai metro, there are special baby-themed carriages set up that play Shanghainese nursery rhymes when activated with QR-code scans. Ad Nut sees what you did there, Pampers: new customer-data acquisition!

Clever tactics aside, Pampers has smartly been organising its marketing around things beyond diaper functions for more than a decade. In 2007, Pampers' 'Golden Sleep' campaign was already reframing disposable diapers as aides to the quality of a baby's sleep.

What warms Ad Nut's cockles this time is how the campaign is not only a video (with some unrealistic scenes in the plane, Ad Nut feels duty-bound to mention) but also covers major transportation scenarios. Whether by air or land, the brand seems sincere about wanting to ease the inconveniences of travelling with infants, while nurturing brand goodwill among its customers.

CREDITS

Client: P&G Pampers China
Agency: Saatchi & Saatchi Shanghai
Executive Creative Director: Paul Copeland
Director: Frank Chan
Production House: A New Life Films

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