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29 comments

61designstreet's picture
61designstreet
240 pencils

Cool Photography

butterfly_roars's picture
butterfly_roars
14 pencils

Great idea. Lovely art direction.

BLACKPIXEL's picture
BLACKPIXEL
468 pencils

explain the idea to me

OscarSalas's picture
OscarSalas
161 pencils

Im guessing, moms are calm because their babies arent crying beacuse of a bad diaper, but thats to much guessing for an ad.

My first thought was -Pampers are now making adult diapers so comfortable you can sleep withouth going to the bathroom- #yuck

BLACKPIXEL's picture
BLACKPIXEL
468 pencils

nice insight but it might need copy and a better execution

lolu03's picture
lolu03
2 pencils

isnt necessary

baliais's picture
baliais
2500 pencils

No idea is an idea..

G.Yaghi's picture
G.Yaghi
32 pencils

Come on, it doesn't need an explanation, great job

mercedes's picture
mercedes
179 pencils

Ask yourself again Yaghi. Did u understand the ad without reading the 'Title' of the ad?

Just imagine yourself seeing this ad in a newspaper/ magazine, you'll tend to think that it's some sort of an Adult diaper. All the stupid award shows from around the world have the same issue. They'll give out a metal for such a stupid ad (an ad that nobody can understand without reading the 'Title' of the ad) without realizing that without the 'title' it doesn't make any bloody sense.

WHEN WAS THE LAST TIME (OR MAY BE, THE FIRST TIME) THAT YOU SAW AN AD IN A NEWSPAPER/ MAGAZINE WITH A TITLE????????

This is ridiculous guys! This ad is incomplete without a line.

OscarSalas's picture
OscarSalas
161 pencils

Totally agree with Mercedes, even when looking at the Title and the logo, the relation between brand and ad its totally incomprehensible, you must guess a lot in order to give meaning to this ad and that only leads to misinterpretation ergo message not received.

res's picture
res
60 pencils

I'm sorry but people is not that stupid.

sacrilegend's picture
sacrilegend
1731 pencils

No, but this hack of an ad is.

G.Yaghi's picture
G.Yaghi
32 pencils

Shortly: Pampers is a brand of baby products, The birth of the Pampers brand was in 1956, this ad was made for people who already know the brand (99.9% of the population). And i believe that most powerful Ads are Ads that don't need a slogan to explain, That's not a launching campaign, we know pampers since we uses to wear them... Moms are sleeping comfortably since their babies are wearing pampers during the night. That's it. By the way i got this Ad in 2 seconds without reading the title ;)

rmkida's picture
rmkida
365 pencils

Yaghi, for an advertising professional it doesn't need an explanation. But, for the public, it was extremely superficial. For example, my cousin (who has a 4-year-old son) thought that Pamper's began to sell women's intimate caring product such as tampon.

G.Yaghi's picture
G.Yaghi
32 pencils

Convinced :)

tirthomitro's picture
tirthomitro
2720 pencils

WONDERFUL!!

they showed me a picture & i laughed
dignity has never been photographed

sandov's picture
sandov
7 pencils

no idea at all.

sacrilegend's picture
sacrilegend
1731 pencils

Yes, except the example you provided is actually *good.* Thank you for sharing!

butterfly_roars's picture
butterfly_roars
14 pencils

Any mom will get this with or without the title. They are the target. And so, like all good advertising, this ad works for the target.

mercedes's picture
mercedes
179 pencils

Don't you think the TG (moms) can always mistake it for a product extension by the brand??? Unless, of course, they see the TITLE of the ad.

G.Yaghi's picture
G.Yaghi
32 pencils

I was going to add this also :) i totally agree with you...

butterfly_roars's picture
butterfly_roars
14 pencils

Pampers is an iconic brand. Needs no explanation according to me. The idea obviously is when your baby sleeps well, you'll have a good nights sleep as well.

kleenex's picture
kleenex
25592 pencils

solid idea.

Prasad Weerasekara's picture
Prasad Weerasekara
635 pencils

Hats off Irunika Bandara.

Azade's picture
Azade
14 pencils

Mothers want their children to be comfortable not them self, and Pampers have had this experience before.

faissalo's picture
faissalo
733 pencils

I get it she's a bed wetter..!
This looks like a 23 year old model posing for the cameras as someone young - happily sleeping before a day at university. There is no hint of parenthood. Great idea, execution could use development.

rmkida's picture
rmkida
365 pencils

Nice idea. But I'm guessing this is a iStock or Shutterstock photo, right? She isn't a mom type of model.

jameslei's picture
jameslei
105 pencils

lazy

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