“Welcome to the World, Baby.” That’s the title of this new minute-and-a-half-plus anthem film for Huggies from Droga5 New York as it gears up for the brand’s official :30 spot which is slated to air during the second quarter of the Super Bowl.
This extended brand film and the :30 launch Huggies’ new creative platform.
Directed by Mark Molloy of SMUGGLER, “Welcome to the World, Baby” sets out to demonstrate what it’s like for babies being brand new to life and all its marvels, big and small. The creative brings 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.
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Credits
Client Kimberly-Clark/Huggies Agency Droga5 NY David Droga, creative chairman; Neil Heymann, global chief creative officer; Tim Gordon, Felix Richter, co-chief creative officers; Juliana Cobb, executive creative director; Alyssa Georg, Elena Knox, creative directors; Meli Chamorro, Stacey Smith, associate creative directors; Jasper Yu, art director; Danielle Gasbarro, Sara Muchnick, copywriters; Gus Sainwood, content writer; Rich Greco, executive design director; Kayt Brylinsky, associate design director; Leslie Cheng, sr. designer; Maddie Bone, designer; Craig Wong, group user experience director; James Garvey, sr. user experience designer; Sally-Ann Dale, chief creation officer; Sophie Paton, Tegan Mahford, Andres Riveros, producers, film; Mike Ladman, sr. music supervisor; Cliff Lewis, director, art production; Caroline Fahey, producer, art; Tasha Cronin, director of interactive production; Ian Graetzer, sr. producer, interactive; Colin Neff, producer, interactive; Michelle Levitch, associate producer, interactive; Jonny Bauer, global chief strategy officer; Ben Brown, group strategy director; Emily Mulvey, strategy director. Agency Accenture Interactive Marisa Fuoco, executive creative director; Kelli Solomon, sr. copywriter; Alena Titova, sr. designer. Production SMUGGLER Mark Molloy, director; Mauro Chiarello, DP; Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, exec producers; Alex Hughes, head of production; Ben Croker, producer; Elmi Badenhorst, production designer; Sylvia Esme Van Heerden, stylist; Tracey Lund, casting. Production Service Orange Films Jon Day, service producer; Nicole Ford, service line producer. Editorial Work Editorial Stewart Reeves, Trush Fuller, editors; Audrey Weiner, Leah Turner, Winter Brihn, assistant editors; Erica Thompson, exec producer; Samara Kelly, producer. Postproduction/VFX a52 Patrick Nugent, Kim Christensen, exec producers; Stacy Kessler-Aungst, head of production; Michael Steinmann, head of CG production; Jennifer Sofio Hall, managing director; Jillian Lynes, Andrew Rosenberger, producers; Urs Furrer, VFX supervisor; Andy Wilkoff, CG supervisor; Andy McKenna, Steve Wolff, Dan Ellis, Rod Bashman, Mike Vaglienty, Flame artists; Joe Chiechi, 3D artist; Jie Zhou, matte painter; Dan Ellis, John Valle, Gretchen Capatan, online editors; Steven Biggert, animator. Music Mr. Pape “Ode to the little ones” Sound Design 750mph Sam Ashwell, head sound engineer & sound supervisor; Martin Critchley, head of production; Jessica Ringshall, exec producer. Audio Post Heard City Phil Loeb, Jeremy Siegel, audio mixers; Catherine Sangiovanni, assistant mixer; Sasha Awn, exec producer. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, post producer. Voiceover Sound and Fury, casting director. Footage Researcher Mike Davis
This TV spot--part of WhatsApp’s global “Not Even WhatsApp” campaign from agency West BBDO--brings the WhatsApp privacy promise to life by centering on the idea that even the most ordinary messages--voice notes from your mom, badly lit selfies, triple-texts, or late-night confessions--are deeply personal. Thanks to end-to-end encryption, they’re completely private too.
End-to-end encryption keeps your personal messages and calls between you and the person you’re communicating with. No one outside of the chat, not even WhatsApp, can read, listen to, or share them.
Mark Molloy of SMUGGLER directed the “Message Privately” :60 which was shot across a range of stunning locations in Mexico City and Sydney. Viewers are taken inside WhatsApp’s point of view--on the other side of your phone screen--where no one can see your messages.
Matt Miller, CEO and chief creative officer of West BBDO, comments: “We wanted to capture the beauty in the everyday chaos of messaging—the weird voice notes, the emotional late-night texts, the stuff you only share because you know it’s private. That’s the power of WhatsApp, and that’s what this campaign is all about: trust, intimacy, and total freedom to be yourself.”
