TOKYO – P&G has launched a short documentary for its Pampers brand in Japan that gives recognition to the extreme effort and dedication mothers put into raising a baby in its first year.
Developed by Beacon Leo Burnett (also known as Beacon Communications), the video follows a group of mothers who take their babies to a hospital for their first annual checkup. As the checkup takes place, the husbands are shown creating a tribute to their wives outside the doctor’s office. The film then documents the wives’ reactions.
The video is supported by a website that encourages friends and relatives to wish all new mothers a ‘Happy first birthday’.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
The largest restructuring in the company's history involved the appointment of new leaders in five key business units and the executive committee.
.png&h=268&w=401&q=100&v=20250320&c=1)
The first ever Cannes Lions Grand Prix withdrawal for AI misuse signals a watershed moment, but is this just the beginning of a much bigger reckoning for marketing in the AI age?
.jpg&h=268&w=401&q=100&v=20250320&c=1)
Tricky deliberations, outside influences and questionable entries can make the quest to recognise the best work with an award a difficult one.
AMV was the incumbent on Bombay Sapphire's account and BBDO held the Bacardi Rum and St Germain accounts.
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.png&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=268&w=401&q=100&v=20250320&c=1)