TOKYO – P&G has launched a short documentary for its Pampers brand in Japan that gives recognition to the extreme effort and dedication mothers put into raising a baby in its first year.
Developed by Beacon Leo Burnett (also known as Beacon Communications), the video follows a group of mothers who take their babies to a hospital for their first annual checkup. As the checkup takes place, the husbands are shown creating a tribute to their wives outside the doctor’s office. The film then documents the wives’ reactions.
The video is supported by a website that encourages friends and relatives to wish all new mothers a ‘Happy first birthday’.
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