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Huggies Speaks Directly to Babies in the Brand's First Ever Big Game Ad

Directed by SMUGGLER's Mark Molloy, Droga5's light-hearted and insightful spot showcases how simply fantastic being a baby really is

Huggies Speaks Directly to Babies in the Brand's First Ever Big Game Ad

To launch Huggies’ new platform and establish the brand’s point of view, Huggies is proud to debut its global anthem film 'Welcome to the World, Baby'. The two-minute film sets out to demonstrate what it’s like for babies being brand new to life and all its marvels, big and small. Bringing to life the idea that Huggies is a helpful co-pilot and supportive ally helping babies - and, by association, their parents - navigate their unfamiliar new world securely.

The voice of the brand speaks directly to babies throughout the film, acting as an off-camera sidekick that’s equally reassuring and humorous, in its helpful observations on how baby’s world works. Truth is, the film reveals that babies kinda have it made. And to match the distinct voice with an equally distinct visual language, the film adopts two key camera angles - close-ups looking directly at the baby, and short focus angles from the baby's point of view on the world. Everything about the film signals Huggies’ refreshing take on the diaper and wipes category, and it’s uniquely supportive role in easing baby and parents through the unknowns of babyhood.  

Rebecca Dunphey, president of personal care at Kimberly-Clark North America, said: “Between shifting family dynamics, a flood of unsolicited opinions and random tips on social media, today’s parents can’t help but question their instincts. We found that against a sea of noise, more than anything, families need a supportive ally throughout every step of babyhood - and Huggies is just that. With decades of experience and innovation, we can offer parents the confidence they crave and babies the products they need to stay healthy, comfortable and protected. This two minute brand film helps to remind parents and babies alike of our support and partnership for them all.” 

“The Huggies’ anthem film captures the essence of its new global creative platform, 'We Got You, Baby', which is an expression of Huggies as copilot to baby (and parents by association) as they navigate all the unknowns together." added Juliana Cobb, executive creative director, Droga5. "We wanted to bring a much needed, refreshing sense of reality and joy to the whole experience of babyhood. Even in all its messy, exhausting chaos, the truth is, babyhood has a certain kind of awesome magic. And with the voice of the brand engaging with baby in a direct conversation, Huggies gets to be part of that experience and own its place as an essential ingredient - not just functionally with diapers and wipes, but as a voice of support that understands what’s both weird and wonderful in what babies and their parents are going through.”

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Client: Kimberly-Clark – Huggies

Campaign Title: ‘We Got You, Baby’

Chief Growth Officer: Alison Lewis

Group President, K-C North America: Kim Underhill

President, North America Personal Care: Rebecca Dunphey

VP, Global Baby & Child Care: Craig Christenson

General Manager, Huggies: Robert Raines

Regional Sector Lead, Baby & Child Care: Blake Boulden

Sr. Director, Global Creative & Design, Baby & Child Care: Ben Gladstone

Global Design Director, Baby & Child Care: Justin Sparks

Sr. Brand Managers, Huggies: Aaron Gretebeck and Jake Hoerner

Brand Managers, Huggies: Paige Chapman, Melanie Bauer and Sarah Inbau

Sr. Associate Brand Manager, Huggies: Jake Odell

Sr. Communications Manager, K-C North America Communications: Jessica Lutchen and Brook Smith

Media Manager, Baby & Child Care: Lauren Brand

Consumer Engagement Manager, Baby & Child Care: Carolyn Eisele

Design Manager, Baby & Child Care: Samantha Goss

Senior Paralegal II, Baby & Child Care: Sara Kruschke

Marketing Operations Leaders, Baby & Child Care: Rebecca Keil

Category Sales Sr. Manager, BU Sales, Baby & Child Care: Andrew Klein

Shopper Engagement Sr. Manager, BU Sales, Baby & Child Care: Lori Borchardt

Director, Baby & Child Care Strategy: Pam VanHout

Consumer Healthcare Sales Leader, Huggies: Amy Kassing

Sr. Consumer Healthcare Marketing Manager, Huggies: Valerie Johnson

Consumer Healthcare Business Development Managers, Huggies: Mimi Chapel and Sheena Velazquez-Pabon

Agency One

Agency: Droga5 NY

Creative Chairman: David Droga

Global Chief Creative Officer: Neil Heymann

Co-Chief Creative Officers: Tim Gordon and Felix Richter

Executive Creative Director: Juliana Cobb

Creative Directors: Alyssa Georg and Elena Knox

Associate Creative Directors: Meli Chamorro and Stacey Smith

Art Director: Jasper Yu

Copywriter: Danielle Gasbarro

Copywriter: Sara Muchnick

Content Writer: Gus Sainwood

Executive Design Director: Rich Greco

Associate Design Director: Kayt Brylinsky

Sr. Designer: Leslie Cheng

Designer: Maddie Bone

Group User Experience Director: Craig Wong

Sr. User Experience Designer: James Garvey

Chief Creation Officer: Sally-Ann Dale

Producers, Film: Sophie Paton, Tegan Mahford and Andres Riveros

Sr. Music Supervisor: Mike Ladman

Director of Business Affairs: Dan Simonetti

Sr. Business Affairs Manager: Kiki Powell

Talent Manager: Sunny Valencia

Sr. Traffic Manager: Wendy Kaplan

Director, Art Production: Cliff Lewis

Producer, Art: Caroline Fahey

Executive Producer, Print: Alyssa Dolman

Director of Interactive Production: Tasha Cronin

Sr. Producer, Interactive: Ian Graetzer

Producer, Interactive: Colin Neff

Associate Producer, Interactive: Michelle Levitch

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Ben Brown

Strategy Director: Emily Mulvey

Strategist: Mykala Daniel

Head of Communications Strategy: Dean Challis

Communications Director: Courtney Bernstein

Communications Strategist: Gabrielle Deckelman

Group Data Strategy Director: Ryan Miller

Jr. Data Strategist: Shelby Lance

Executive Group Account Director: Courtney Russell

Account Directors: Cris Scardino and Elizabeth Federico

Account Supervisors: Mitch Katz, Tehjal Suri and Cameron Yates

Account Managers: Kirstie Beck and Gabrielle Newman

Associate Account Managers: Laura Gonzalez and My-Linh Tran

Sr. Project Manager: Sarah Arrillaga

Project Managers: Nicole Dolman and Janelle Whitehurst

Agency Two

Agency: Accenture Interactive

Global Delivery Lead: Valia Todorova

Executive Creative Director: Marisa Fuoco

Sr. Copywriter: Kelli Solomon

Sr. Designer: Alena Titova

Digital CRM Lead: Jeannette Kocsis

CRM Strategist: Pearly Hidron

Account Director: Ruth Tempest

Project Manager: Jaqueline Dahl


Production Company: SMUGGLER

Director: Mark Molloy

DOP: Mauro Chiarello

Executive Producers: Patrick Milling-Smith, Brian Carmody and Sue Yeon Ahn

Head of Production: Alex Hughes

COO: Andrew Colon

Producer: Ben Croker

Production Designer: Elmi Badenhorst

Stylist: Sylvia Esme Van Heerden

Casting: Tracey Lund

Service Production: Orange Films

Service Producer: Jon Day

Service Line Producer: Nicole Ford


Editorial: Work Editorial

Editors: Stewart Reeves and Trish Fuller

Assistant Editors: Audrey Weiner, Leah Turner and Winter Brihn

Executive Producer: Erica Thompson

Producer: Samara Kelly

Post Production

Post Production: A52

Executive Producers: Patrick Nugent and Kim Christensen

Head of Production: Stacy Kessler-Aungst

Head of CG Production: Michael Steinmann

Managing Director: Jennifer Sofio Hall

Producer: Jillian Lynes

Producer: Andrew Rosenberger


VFX Supervisor: Urs Furrer

CG Supervisor: Andy Wilkoff

Flame Artists: Andy McKenna, Steve Wolff, Dan Ellis, Rod Bashman and Mike Vaglienty

3D Artist: Joe Chiechi

Matte Painter: Jie Zhou

Online Editors: Dan Ellis, John Valle and Gretchen Capatan

Animator: Steven Biggert

Music and Sound

Music Composition: Mr Pape

Name of track: ‘Ode to the little ones’

Sound Design: 750mph

Head of Production: Martin Critchley

Executive Producer: Jessica Ringshall

Head Sound Engineer & Sound Supervisor: Sam Ashwell

Sound Mix/VO record: Heard City

Executive Producer: Sasha Awn

Audio Mixer: Phil Loeb

Audio Mixer Jeremy Siegel

Assistant Mixer: Catherine Sangiovanni


Colour: Company 3

Colourist: Sofie Borup

Post Producer: Alexandra Lubrano

Voice Over Casting Director: Sound and Fury

Casting Footage Researcher: Mike Davis

Category: Baby care , Beauty & Health

Genre: Comedy , People