Pampers save the world.
I remember a presentation, a couple of years ago, by a much admired (by me) colleague/competitor, who shall go unnamed, except of course for this link. He presented a lot of commercials and provided them with some (often cynical) remarks, and he did this too, when presenting a Pampers ad.
The reaction in the audience was remarkable; half of the people were completely swept away by the commercial, the other half couldn’t understand what the fuss was all about (including the presenter). My take on it was that those who had children could connect with the spot, the other half just couldn’t feel what it was all about (said presenter has a kid in the meantime and a second coming up, so I would like to know what he thinks about the commercial now).
I was thinking about this, when seeing this new ad by Pampers today.
It’s about Pampers giving vaccines to babies in the third world, for every pack of Pampers sold here. And it’s very easy to be cynical about this - “making money on the backs of poor starving children” is a quick winner - but in this one, I’m with Jean-Marie Dru, in his speech in Cannes this year - I blogged about it here (only in Dutch). He presented some nice commercials, got a big hand from the audience, and then he presentedthe pampers case. When nobody applauded, he challenged the audience: well, why is nobody clapping now? you should be happy instead of cynical”.
I agree with him. Well said. Down with cynicism, it’s too easy. But then again, I’m the guy shedding a tear over a Pampers commercial or downright crying with an Obama victory speech …
I’d be very happy if I could have stated that my opinion hadn’t changed because of my recent adventures as a father. But as you rightfully assume, it has changed.
That’s the short of it, but as it is I had the same discussion when I first saw the commercial together with my wife about two days ago. Which, obviously, led me to rethink my whole ‘empathy’ is needed as a planner schtick…
As you will hopefully recall, during the same instance in the presentation (I resent the ‘many’ cynical remarks
I also said that I understood how it would work for those with kids. In hindsight that might have been an overestimation of my own empathic qualities.
Having a child is one of those things ‘you can’t prepare for’, and my reaction to these spots in the discussion with my wife revolved around this question. How many of these lifechanging moments/expreiences do you have? And do they disqualify you from planning for brands that have a lot to do with these specific instances if you haven’t ‘been there’?
To answer the final question: I don’t think my planning work on Pampers suffered because of my childless existence. Because there’s a difference between the attitude you carry in to, let’s say a review, and what you display when commenting on it and adding some personal flavour to a presentation. And there was a worrying doubt there as well: wouldn’t this make me go too easy on any creative proposition?
well, I guess it’s the dirty little secret we all know, but hardly talk about: there actually are categories we’re more familiar with than others, we can more easily connect with emotionally. And though we bravely put that a good planner (or creative, for that matter) should be able to “understand” any brand, we know it’s just not really true.
But of course that doesn’t mean you don’t have anything to say, just that you have to work a little harder. Try harder to empathize. Talk to some more people. More diverse people too. It can actually help to have them on your team - the best argument for the most diverse team possible …
You guys should get together for some Duvels
We can’t, we’ve got children!
Oh yes we can, we just need to reschedule the last lunch we ditched because of our agendas…
Anyway, to comment on your last point: I think the ‘working harder to empathise’ often leads to a better, or at least more profound, reflection than if you were already part of the proposed target.
Being part of a group (like parents with children) does not really incite you to question your own reactions, feelings and impulses with regards to a certain problem. Personal experience often leads to hasty conclusions, and that experience can take many forms: your own life, work on a previous client, your wife’s job,…
In general I tend to feel that I push myself the most when working on fields and categories that I’m new in, kind of like the ‘walk in stupid’ adagio by blenderman in the W&K London entrance. I will talk to more people, gather more different opinions, dig deeper, … for several reasons. Obviously because I feel I need to know more to crack a business case, but newer often means more exciting as well and these markets often bring new insights which you might be able to use in other existing problems/sectors.
So in the end it might even be an advantage to be unfamiliar with a certain subject. But that probably does not excuse me for making cynical remarks in public presentations…
I love this commercial. Except one thing : the end message. If Pampers would have said ‘ we love all children or ‘ best wishes to all children ” or …. ) than it would be ok for me. but not ‘ peace on earth ‘. this brand has nothing to do with peace on earth. there is simply no connection between the brand and the end message. if you go for these kind of emotions ( and i realy love them ) do it the ‘ Coke-holidays-are-coming-way”.
harry