Huggies | “Changing Tables” and “Imagine” by Mischief @ No Fixed Address
Huggies released two campaigns that share the theme of how to prepare for the unpreparable. The first sees parents changing a baby in various outdoor scenarios, with the tagline, “If you see a changing table, we see a parent.” The second is an audio ad eavesdropping on a conversation between parents, which reveals how life would be very different (and certainly messier) without Huggies protection.
Amstel | “Shot Without Permission” by INGO
This out-of-home, fly-on-the-wall campaign is anchored around the idea that “real friendship can’t be faked.” It features candid shots of people out and about in bars enjoying a sociable beer (the drinkers in question were approached afterwards and agreed to be included in the ads). “Today, so much of life feels curated and staged, and we wanted to focus on the moments where there is no pressure to perform,” explained Vanessa Brandao, global brand director for Amstel at Heineken.
Most Effective Ad of the Week
Sketchers | “Cramped ft. Howie Long”
Skechers’ ad debuted on March 31 and features Howie Long highlighting the comfort and fit of the brand’s wide-fit shoes, using a light, humorous tone to show how the right fit can make everyday life more comfortable. The spot positions Skechers as a reliable, easy choice, especially for those looking for a roomier fit. The ad was 48% more effective than the average ad in the Clothing and Accessories category during the week of April 1 and aired most frequently on FX and Freeform. It was also featured across other cable networks.
