The World's First Marathon for Babies

Agency Network: 
September 2017

The World's First Baby Marathon Trailer

The World's First Baby Marathon Episode 1: Ready, Set, Go!

The World’s First Baby Marathon Episode 2: Hitting their stride


Turns out babies move around way more than anyone has ever realised. Studies suggest that once babies become mobile, they can cover anywhere between one and seven kilometers in a single day. Huggies® wanted to bring this fact to life and show moms that their moving babies need nappies designed specifically for the job. Think about it. You wouldn’t run a marathon in a pair of jeans, would you? Well, the same principle applies to diapers. And this is the logic that underpins The World’s First Baby Marathon.

Driven by real data collected by specially-designed, wearable distance-tracking devices, the campaign follows four ridiculously cute and decidedly amusing babies, as they crawl and toddle their way through twenty-one adult-length kilometers in the comfort of their own homes. The marathon plays out on the website ( and their progress is packaged as four humorous, and sometimes rather dramatic, online episodes.

The result is a campaign that is part experiment, part product demo, part web series. The result is four babies wobbling bravely where no baby has wobbled before: The World’s First Marathon for Babies. Brought to you by Huggies®. Comfy gear for moving babies.

Content advertisment created by Ogilvy, South Africa for Huggies, within the category: House, Garden.

Comments (3)

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galfromdownunder's picture
Activity Score 64

This is fun even for peeps without kids! (Though could have been shorter - the commentary got a bit labored - more distance from the mike might have helped). I was a bit confused by the tracking device - is it a new Huggies "ButtBit" to geo-locate your tot & measure the need to change diapers? Or was that just for the "race?" Fun to think babies could start measuring their (knee) steps from the get go. | Author of The Handsomest Man in Cuba | Inventor of the Traffic Cone Bag™

halaby87's picture
Activity Score 10040


kleenex's picture
Activity Score 49606

This was EPIC for babies.