Although a host of campaigns are created, very few leave their mark with their brilliant concept, immaculate execution and superb visual strategy.
So what is it that makes one campaign a success story and another, a tale of disaster? To assess the causes that determine the fate of a concept, we took critical evaluations from marketing and advertising professionals on the #PampersforPaternity TV commercial.
Following is their analysis on how they view it.
Creative Director – Art
It is said that you can’t please all the people all the time. As the bread earner, a father is continuously torn between his personal and professional life. At times, it becomes very challenging for him to cope with his work and family responsibilities.
For me this is more than just a Father’s Day campaign. It is a tribute to every father. Becoming a father is the best thing that can happen to a man. The commercial very effectively highlights the importance of a father’s presence at that life-changing moment when a new life is being brought into the world.
The concept is unique, innovative, emotional, and engaging all at the same time. It delivers the intended message most effectively. #PampersforPaternity encompasses the priceless moments in a father’s life with the message that a father should never miss out the joys and amazement of fatherhood.
Head of Design
It’s important to start conversations around pivotal topics such as fatherhood and its significance. Having a baby is a huge step for both parents and usually the role of a mother is highlighted in abundance.
This TVC captures the emotions of a father perfectly and the sacrifices he makes while choosing between being present for his family or by working hard to provide for his family.
Even though this ad tugs at all the heart strings, it raises a few concerns too; the entire focus seems to be on the father who reaches late at the delivery and the later acts seem to be a compensation for this delay. While the ad does talk about being late, the copy lacks mentions of not being present for the wife or how he missed many moments during the process of his wife’s pregnancy.
Nonetheless, the concept, music and script; all have a beautiful sync. The mood, lighting, art direction seem to have given a lot of attention to detail.
All in all, the conceptualisation and the initiative taken by P&G for paternity leaves is commendable and hopefully all other businesses will follow suit.
Just as I was nearing the end of my seventh month of pregnancy, I came across the #PampersforPaternity TVC during a random social media scroll. Naturally, given my current situation I found the TVC to be relatable especially because I had been recently engaging in similar discussions around the subject matter of ‘paternity leaves’ with my husband.
As a marketer I felt the message delivered in the campaign hits the spot and has managed to tap into the emotional appeal of its consumers. Especially since the message is a topic which is seldom discussed and is categorized as ‘taboo’ even though it is relatable to many going through parenthood. However will this affect consumer buying behaviour? For me personally, the quality, longevity and value for money offered by a brand are still high up on my list of preferences while making a purchase decision.
Furthermore as a marketer and a consumer, I was left wondering if the alleged claim or policy change of the two-month paternal leave would be actually something that is carried forward and implemented by the organization or was it purely a stunt to grab the attention through the power of emotional marketing? Perhaps a follow up campaign with implementations or real employee testimonials would be something to solidify the message, ensuring it wraps up nicely.
The campaign’s video focuses on the message, which serves as a public service announcement, rather than advertising their product, “Pampers”. The message seems relevant with the audience being addressed, which observes child rearing as a wife’s responsibility and not the husband’s. It does a good job of conveying the stigma faced by fathers who choose to take a more active role in their child’s life. Although it’s worth noting that showing a more active participation from the father would have been a better communication route, rather than the problem of “why they can’t participate”.
Visually, the campaign ad is well shot and the lighting/colour grading adds to the mood of the film. The score does a good job in changing each scene’s mood to evoke the appropriate emotion. However, it is worth pointing out that in the process of building ‘drama’, the duration of the video is lengthened. In the end Pampers takes the lead in starting a change by adding that they’ve given their employees ‘Paternal leaves’.