Ad of the Day – January 11 (Johannesburg)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Ogilvy Johannesburg (full disclosure – I’m an Ogilvy employee, but had nothing to do with this whatsoever)
  • Location: Johannesburg, South Africa
  • Client: Huggies
  • Name: “Stretchy” (I made this name up, since there wasn’t one on the video)
  • Why I like it: I’ll wager that 95% of parents will like this ad. You might think this is obvious for the category, but quite the contrary – most diaper ads leave me flat, or just feeling relieved that this stage of my life is over. But this one works so well, it’s a little gem. Why? How? You take a decent product benefit (these diapers fit great!), tie it to a fairly generic insight about parents wanting only the very best for their cute kids, and come up with a pretty neat creative idea: “these diapers fit…the way clothing should“. So far so good. But then, the way this is executed, is where the magic happens. Suffice it to say that the slo-mo face pull is not only cute as hell, but it’s oh-so-true, and that extra pinch of delightful recognition is what brings a smile to your face and makes it special. Another way I know this is good is because I can think of 1,000 lame ways to make an ad about this benefit – yet this is definitely not one of them:) Cheers to our friends in Joburg!

note: Normally I post current ads yet this one is from late last year…the reason is that I found this ad, bookmarked it, and then lost the link when I gave up my laptop at my previous employer. I searched like crazy for it and I couldn’t find it anywhere…until finally I did. So consider this a rescued gem from the near past.

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