WASHINGTON – The popular culture and the ad world haven’t forgotten how precious life is – not entirely anyway.
While Madison Avenue is paying close attention to the effectiveness of ads debuting on the Super Bowl, it’s also marveling at the appeal of a series of new commercials from the name that has become synonymous with disposable diapers – Pampers.
The Pampers people are launching ads celebrating babies – and doing it, so far, without controversy.
One ad on YouTube that debuted in the last month – “A Newborn Journey of Firsts” – has already racked up nearly 1 million views. And the commercials are enjoyed internationally – like one called “Mom’s First Birthday,” targeted at the Japanese market.
The ads show the first sonogram, the baby’s first word, the first detection of a heartbeat and the first tears of joy.
“From the first scan to the first cuddle, every first is significant no matter how small they seem. For both baby and mom, it’s a journey full of firsts,” explains one ad. “And there’s nothing more rewarding than experiencing each and every one together.”
One previous ad from Pampers called babies “miracles” who “deserve protection” and referred to a baby on an ultrasound screen as a “he” instead of an “it.”
Pampers has annual sales of $10 billion, according to industry sources.