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Overnight Dryness

Published/Aired: 
February 2010
Description: 

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.

Print advertisment created by Saatchi & Saatchi, Israel for Pampers, within the category: House, Garden.

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

Comments (21)

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Highest Rated

whatthefudge's picture
whatthefudge
Activity Score 1266

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).

whatthefudge's picture
whatthefudge
Activity Score 1266

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
Activity Score 13557

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
Activity Score 3045

;-)))

Adaddicted's picture
Adaddicted
Activity Score 3435

leave him alone.... ; )

withalltherespects

whatthefudge's picture
whatthefudge
Activity Score 1266

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
Activity Score 86

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
Activity Score 3435

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

withalltherespects

atb2005's picture
atb2005
Activity Score 13557

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
Activity Score 667

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
Activity Score 413

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.

Portfolio * Myspace * Facebook
i can't even spell my name without 'ad'

vrginie's picture
vrginie
Activity Score 154

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

Olafski001's picture
Olafski001
Activity Score 1193

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
Activity Score 520

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

art one's picture
art one
Activity Score 70

cute

Shingo's picture
Shingo
Activity Score 408

like it

perromalo's picture
perromalo
Activity Score 429

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
Activity Score 3748

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
Activity Score 4172

I think this is done.

Spoonfeederxxx's picture
Spoonfeederxxx
Activity Score 641

Really nice!

matrix4u's picture
matrix4u
Activity Score 19

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

morse's picture
morse
Activity Score 17548

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

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