Can you believe it’s been over a year now since the whole “Huggies Thing”? Me neither. I’ll have to write about that soon.
But in the meantime, I heard from Huggies late last week with a sneak peak of the video above, the first ad in their new Test Town campaign.
They specifically wanted to send it to me, because what you see above is (I’m told) the direct result of conversations between the people at Huggies (including their PR and ad people) and dads like myself who were concerned about how they are going about portraying 21st century families. My main feedback to them, beyond the outright “Don’t make us look like idiots, please!” was the pie-in-the-sky idea that really, dads are not looking for diaper ads just about dads. We don’t want to be a curiosity. We just want to see a dad changing his kid’s diaper (and cleaning, and playing, and everything else) to be as normal and as natural as seeing a mom do it. Don’t draw attention to it being DADS doing it. Just show families doing what families do: share the parenting load!
Suffice to say, I am really happy with the result, and I look forward to seeing the rest of the campaign.
Please take a moment and send @Huggies a tweet to tell them how much you appreciate their efforts to not only right the wrongs of dad portrayals from last year, but to go after a higher bar.
(Gettin’ this posted before April 1 to avoid disbelief. ;-))