First Kid Vs. Second Kid
October 1, 2012 by Screenmag
Perhaps we at Screen are a little overwhelmed by our personal child situation but we really enjoyed this spot from Luvs, Saatch & Saatchi, NY and Bodega Director Dave Merhar.
Highlighting some of the basic truths of parenting, the campaign features the painfully relatable initial missteps of a first-child mom.
“Every person in those parenting situations has a moment where they think, ‘What the hell am I doing?’” Merhar says. “We wanted to push these actors to that moment and create a relatable experience for all parents. It was enjoyable to put them through the same struggles that I went through.”
“Breast Feeding” opens on our heroine covering herself in embarrassment as she breast feeds in a busy restaurant. A super and accompanying voiceover appear: “First Kid.” Next, we see a young male waiter approach the woman’s table, years later, with surprise: the once embarrassed mom is now openly—if not proudly—breast feeding her second baby. He can’t help but stare. The mom, now a pro, stops him, “Up here,” pointing away from her feeding baby up to her eyes. Her older toddler scowls at the waiter. The super “Second kid” appears as the voiceover continues, “By their second kid, every mom is an expert and more likely to choose Luvs. After thousands of diaper changes, they know what works. Luvs lock away wetness better than Huggies at a fraction of the cost,” which we see demonstrated. The tag, “Live, learn and get Luvs,” closes out the spot along with the Luvs logo.
The campaign also includes the :30s, “Changing Station,” “Temperature” and “Park.”
Credits:
Client: Procter & Gamble
Product: Luvs
Title: “Breast Feeding,” “Changing Station,” “Temperature,” “Park” :30 X 4
Marketing Director: John Brase
Brand Manger: Laina Majnovic
Assistant Brand Manager: Chad Summe
Ad Prod. Manager: MaryAnne Schmidt
Agency: Saatchi & Saatchi, NY
Senior Creatives: Mason Hedgecoth, Jeff St. Jean
Agency Producer: Ian Kelly
SVP, Director of Business Affairs: Linda Bennett
BAL: Mark Rolland
VP, Management Supervisor: Matt Garcia
Account Executive: Jamie Daigle
Production Company: Bodega, SF/NYC
Director: Dave Merhar
Executive Producer: Clint Goldman
Producer: Grayson Bithell
Editorial: Outside Edit + Design
Editor: Jeff Feruzzo
Editorial Executive Producer: Sila Soyer
Editorial Producer: Fanny Cruz