Looking to raise awareness of the 380,000 premature births a year in the U.S., baby formula and nutrition company Enfamil has playfully launched the first “premature” advertising campaign for the Super Bowl–because every kickoff should be great, even an early one, in this case weeks prior to the Big Game. The “Early Kickoff” campaign is from McCann Worldgroup, with MRM serving as lead agency, and involvement from McCann NY and McCann Health.
This campaign spot–directed by Mikko Timonen of No Frames–introduces us to some neo-natal intensive care unit (NICU) babies who in years past were due the day of the Big Game. They and some parents are featured. Among the preemies is pro football offensive tackle Mekhi Becton who was born five weeks early and grew up to be six foot, seven inches and 350 pounds.
Enfamil works directly with NICUs around the country to provide support and help babies and their families thrive during an uncertain time. Each year, Enfamil contributes millions of dollars and employees volunteer countless hours across multiple partners to help support premature birth programs and provides financial and informational support to parents after their baby leaves the NICU.
“Having a baby is a beautiful experience, but it can sometimes be challenging. When your baby is a preemie, that makes it a hundred times harder,” said Ronald Ng, global chief creative officer of MRM. “‘Early Kickoff’ is natural marketing expression of Enfamil’s longstanding commitment to and support of preemies living their fullest lives.”
Amardeep Khalon, GM marketing nutrition at Enfamil, said of the “Early Kickoff” campaign, “Our objective is to drive creative brilliance, bring to life, and amplify the brand purpose for Enfamil. We passionately believe that babies are the most important people in the world and that we play a critical role in helping them thrive through world class nutrition to help them fuel their wonder. We wanted to bring attention to the over 380,000 premature babies born in the US every year and the unique care and nutrition that they need. Even though nothing is better for babies than breastfeeding, unfortunately, not every baby can be breastfed. In those critical first few weeks, Enfamil is there for them in neonatal intensive care units with everything premature babies need to get the best start in life. Through the Early Kickoff campaign, we have creatively brought attention to the issues facing premature babies and how with the right care and nutrition they can thrive through the first ever premature Superbowl commercial.”
