Huggies Wipes: Oh crap

Oh crap!
All Huggies' wipes are the thickest to help keep poop off you too.

Advertising Agency: JWT, NY, USA
Creative Director: Richie Glickman
Art Director: David Suarez
Copywriter Danny: Gonzalez
Photographer: Hugh Kretschmer

9 comments

Phil Lestino's picture
Phil Lestino
1682 pencils

Why use the word Crap in the headline then a cutesy word like poop, and is thickness going to stop the poop that runs round the sides of the huggies???

Phil Lestino's picture
Phil Lestino
1682 pencils

Why use the word Crap in the headline then a cutesy word like poop, and is thickness going to stop the poop that runs round the sides of the huggies???

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

It's too busy and doesn't really make much sense to me.

Guest's picture
Guest

First sight: "ooh crap" and then a box of huggies. Am I the only one linking these two ?

Guest's picture
Guest

Considering the nice insight (it's not just about keeping babies clean), I think the execution could have been something more interesting.

Not saying they should've but seems like they could've used a visual like this. :P http://adsoftheworld.com/media/print/fula_grandpa

sloppy4's picture
sloppy4
1496 pencils

this makes little sense. and the tag...enjoy the ride, um, wtf?

Guest's picture
Guest

This ad is completely tasteless. I don't get the point of shock value advertising in a baby wipes ad?? Maybe it's over my head but I see no hyperbolic wit here. All I know is that I was stumped when my 5 year old asked, "Mommy, what does this spell?". What was I to say, "I don't know?" as if I can't read a 4-letter word?!? So, I said it said, "Oh, CARP" which happens to be a neighboring town. He dropped it but even he knew I was full of CARP!

Dumb ad. Makes me want to give up on Huggies.

Dzsoi's picture
Dzsoi
5364 pencils

Please, leave some rest to 3D words in real settings without a decent idea validating the use of it.

Guest's picture
Guest

I saw this ad three days ago in a magazine and disliked it so much that I remembered to look it up today and find a way to comment on it. I've never done that for an ad before! I"m not a prude, but I am a Mom and IMO The words "crap" and "poop" have no business in an ad. And for a child product, no less! Yes, we all know what it is, but we don't necessarily want to read about it named specifically. It was a major turnoff and all I could remember was "CRAP" and the rest of the ad was invisible to me. Why not say "...the thickest wipes to help protect you AND your precious baby..." If Huggies and Pampers wipes were sitting right next to each other on the shelf for the same price, I am going to remember the stupid visual from this ad. Additionally, Huggies should remember that many families still have values in place regarding no potty humor, so why set that example? Shame on you, Huggies!

OK and here's another point- there are condom ads (thankfully not in our home magazines), but do they say "Hey these are for catching sperms and germs!" It's called discreetly advertising what's good about your product without calling it out.

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