Pampers: Overnight Dryness

Effective nappies means a better night's sleep for your baby. A print campaign to show that your baby will sleep dry and uninterrupted with Pampers – so their dreams won't have to end abruptly.

Advertising Agency: BBR Saatchi & Saatchi Tel Aviv, Israel
Chief creative officer: Yoram Levi
Creative director: Ben Sever
Art director: Yuval Zuckerman
Copywriters: Idan Regev
Account director: Idit Zuckerman
Supervisor: Nir Federbush
Account executive: Mimi Cohen
VP planning: David Kosmin
Planner: Guy Gordon
Published: February 2010

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21 comments

whatthefudge's picture
whatthefudge
1268 pencils

Isn't the girl in the ad a bit too old to wear nappies? In her case, it's about time to wake up. This ad is anything but simple to understand.

atb2005's picture
atb2005
13567 pencils

I think they've provided a good explanation. The blank or whitish portion of the image means the dream has been "interrupted" or "washed [wet means water] away" by the baby wetting themselves. If you are a parent and you see that your baby has done that, you'd want to change their soaky diapers. Babies should have dry dreams; young boys at some age, are allowed to have wet dreams..lol

LeeHarvey's picture
LeeHarvey
3045 pencils

;-)))

Adaddicted's picture
Adaddicted
3435 pencils

leave him alone.... ; )

withalltherespects

whatthefudge's picture
whatthefudge
1268 pencils

Haha, kudos for the boys' wet dreams :) I understand the concept about the dream being interrupted, I'm just not sure whether it's that straightforward in the ad. However, I'm not a parent so I should probably zip it ;) But still, the execution would, according to me, be better with a somewhat younger girl or boy (young enough to use pacifiers and nappies).

Shubhra Aggarwal's picture
Shubhra Aggarwal
86 pencils

ummm.. isnt it too harsh to comment that a kid cant dream about being older than she is in real life!? ..its a dream after all.. the premise of which is, that you tend to imagine unreal things.. forget about dreaming being old ..one of my kid sister's favorite dream is that she is a bird :)

Adaddicted's picture
Adaddicted
3435 pencils

Agree with whatthefudge... might have worked better without the lady on the wafers ; )

withalltherespects

atb2005's picture
atb2005
13567 pencils

Another great ad from Saatchi! Love it! They are really good when it comes to ads about diapers. Have you seen this one too?
http://adsoftheworld.com/media/print/pampers_book_3

I'd have created a series of images, depicting different dreams.. not just this one. Drawing is wonderful, and its quality or style is very reminiscent of illustrations found in old children's books.

Roshan Quintus's picture
Roshan Quintus
669 pencils

i like the idea but not the execution. composition of the illustration is interesting but figure drawing has a problem.

bite me

dreadboy's picture
dreadboy
413 pencils

Now this is pure brilliant, as long as we're not criticizing the quality of the drawing, which is quite irrelevant since the copy is excellent.

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vrginie's picture
vrginie
154 pencils

I totally agree with Roshan, I don't like the drawing

Olafski001's picture
Olafski001
1195 pencils

interupted dream concept was done in radio
don't let you dreams get interupted by musquito's
was very funny
won some lion

monsieurange's picture
monsieurange
520 pencils

I don't get this ad, but art work is interesting.

art one's picture
art one
70 pencils

cute

Shingo's picture
Shingo
406 pencils

like it

perromalo's picture
perromalo
429 pencils

I think that the visual could be much better. I would have love to see a better representation of a child's dream. It could have been a mixture of different situations and characters, something that everyone could have dreamed when we were kids, and only understood through children's eyes.

satrianee's picture
satrianee
3748 pencils

Sorry, this just didn't give me "interrupted" sense... this is a visual of a moment and if i don't see the other half this means the problem is not in my bottom.

silvi's picture
silvi
4172 pencils

I think this is done.

Spoonfeederxxx's picture
Spoonfeederxxx
641 pencils

Really nice!

matrix4u's picture
matrix4u
19 pencils

well thought concept and executed equally well...!!!!!!!!!!

morse's picture
morse
15714 pencils

I think I understand it, but it's not that great.

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