DAVID reviews

2 May 2017

Pampers: Small soldiers.

by Andrew MacGregor


Pampers: “Little Fighters” - 60s

This affecting Pampers commercial draws our attention to newborn babies already facing their toughest battle. Set in Southampton Hospital’s neonatal unit, the ad depicts a handful of plucky infants and their equally determined carers.

Whether you have children or not, it’s hard not to be moved by this sequence. Director Luke Franklin captures every gentle twitch from these premature babes, along with subtle details like a father gazing through an incubator. Despite such trying circumstances, there’s always room for a smile.

Skylar Grey’s ‘Coming Home’ proves a fitting song choice. Lyrics like “I know my kingdom awaits” take on new meaning as nurseries patiently await their new occupants. It’s a long journey home, but the brand want to help however they can… starting with their specially-designed nappies.

Size matters more than ever here, and the product is shown helping parents bond with their babies in trying circumstances. Moving and sensitively shot, the film underlines the brand’s commitment to babies of all shapes and sizes.


Creative Agency: Saatchi & Saatchi Ⓦ
ECD: Rob Burleigh
Account Team: Carla Govindji-Thorne / Andrea Kenerly / Sarah Kehoe / Henrietta Kerr
Planner: Clement Fiorda
TV Producer: Anne O'Neill / Lara Baxter
Film Production: Moxie Pictures
Director: Luke Franklin
Producer: Sue Caldwell
Cinematography: Eoin McLoughlin
Editor: David Webb @ Final Cut
Post Production: The Mill
Colourist: Jim Bracher @ The Mill
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