BusinessWorld Feature: Beautiful Johnson & Johnson baby ads
I HAVE always had this great appreciation over the years for the many television commercials for Johnson & Johnson (J&J) baby products. BBDO Guerrero’s head of account management CJ Roque labeled it “a J&J global footprint.” The babies that appear on the J&J TV commercials never fail to arouse your most tender loving feelings.
I hope you catch the omnibus TV commercials currently running for Johnson’s baby shampoo and powder. One global TV commercial opens with the baby just looking straight at you — and believe me, that look is nothing but mesmerizing! If you’re a mother, you will not help but find yourself in the story!
Many TV and digital ad materials of Johnson’s baby products are beautifully shot in slow motion. CJ says: “It follows the global executional guideline of slow motion to highlight the sensory experience that kid experiences during playtime preparation and playtime itself.”
Senior account manager Larah Lee specified that the objective of the TV commercial is to demonstrate what Johnson’s Triple Baby Protection promises — which is safe, mild and effective care for babies. “It follows the new global footprint of So Much More which communicates that Johnson’s rituals give baby So Much More for his happy, healthy development because of the Triple Baby Protection promise.”
Larah explained that the slow motion treatment is from a mother’s point of view. “It highlights the sensorial stimulation that baby gets during contact with mom’s skin during the rituals. Key products featured are Johnson’s Top-To-Toe Wash, Lotion and Powder.”
I was also led to the J&J digital film entitled Play for Real which aims “to open mom’s eyes on the magic moments of learning, discovery, and fun that happens to a kid during playtime. The intent is to demonstrate that real play does so much more for a child than gadget play, so that moms are encouraged to let their kids “play for real.”