Pampers Pooface

The toilet, the loo, the bog. It really isn’t the most palatable of human activities to think about, talk about, let alone advertise. In the history of lavatory related advertising there has been mixed success. The Andrex puppy is the most notable and successful campaign in the WC area. Quite simply they maintained the association between the softness of their paper and the undeniable softness of a puppy. What followed the Andrex puppy was largely a botch job, Andrex decided to start a “social” campaign, namely do you scrunch or fold your loo paper? Where before we were asked in envisage the softness of the product, we are now asked to imagine the rather graphic act of people using the product. I, for one, do not care whether you “scrunch” or “fold” – I believe my sentiments were largely shared with the usually understated Vice stating this was “the worst advertising campaign ever”

So why am I going over the history of toilet communications? Well recently Pampers hit on a winner. What is as cute as a puppy (if not cuter)? Yep, a baby. Pampers have filmed the little one’s facial expressions the moment they, you know, realise their nappy needs to be changed. It is on one level hilarious, but on another plane it adds a degree of levity to the grim task of changing a nappy. The art direction is tied together with a battle cry for parents everywhere “Don’t fear the mess”. Have a watch and tell me it isn’t just a little brilliant.

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