Huggies | Huggies Ultra Comfort | Hong Kong

Through print ads and TV commercials, the campaign claims that both parents and children will have one thing less to worry about - the leak - and be able to focus on having a good time together.

The creative team creates the ads like home videos and captures little moments of the babies’ everyday activities. The commercials show Ultra Comfort allowing the babies to be both spontaneous and comfortable. After seeing the ads, who would not want to give these adorable babies a hug?

Ogilvy and Mather claims that “conservative Chinese culture” teaches mothers to not hold their babies when they cry to avoid “spoiling” them and to toughen them up. However, Huggies states that hugging is psychologically beneficial to the development of babies.






Credits: 
Project Huggies Ultra Comfort
Client Huggies
Creative agency Ogilvy & Mather, Hong Kong
Executive creative director Gavin Simpson
Copywriter Yee Mui Cheung
Art director Irene Chan
Account servicing Fanny Ng, Olivia Lee
Planner Jaslin Goh
Exposure Television, print, online