Fisher-Price, the children's toy manufacturer, has started 2015 with an ad that aims to tug at the heartstrings of mothers and fathers across the world. The 90 second clip, which debuted over the weekend, shows some of the first babies to be born in 2015, and the excitement and anticipation that surrounded their arrival. The clip features newborns whose parents agreed to have the birth of their babies filmed on New Years Day in eight cities across the world; from Nairobi to Warsaw, and from Tokyo to Los Angeles. The footage includes before and after shots of the babies and their proud mothers and seeks to explore the unique bond that exists between parents and their children, capturing their first shared moments and asking the new mothers the question, “What do you wish for your baby?”
The 90 second clip, which debuted online over the weekend, shows some of the first babies to be born in 2015
To underline the sentiments of the ad, Fisher-Price will also be running a social media campaign, which allows the brand's fans across the globe to share their own memories and experiences of their own children, and the wishes they hold for them, via the #WishesForBaby hashtag. The most popular wishes will be translated into artful, visual responses by the high-profile illustrator (and parent), Adele Enersen. Lisa Mancuso, senior vice president of Fisher-Price global brand marketing for babies, said they “Hope parents will see themselves in the film and be encouraged to add their own wish for their child to the worldwide chain.” She adds, “Every mom and dad we talk to all want their children to reach their full potential. At the end of the day, that is happy and healthy.”
Fisher-Price – Wishes For Baby
The brand enlisted Weber Shandwick and noted documentary filmmaker, Patrick Creadon to create the film. The agency was given just a single day to edit the footage down into a 90-second ad, which then debuted on “Good Morning America” last Friday morning (January 2). Considering it was edited together in just 24 hours, the film is a surprisingly deft and undeniably emotional piece of work, that manages to capture such intimate moments without ever feeling intrusive. In short, it gets us right in the feels! The ad, which will also appear in shorter, paid-for placements across YouTube, Twitter and Facebook, will also be supported by brand ambassador, Shakira, who will promote the video to her 106 million Facebook fans, 5.5 million Instagram fans and 28.5 million Twitter followers.
The brand enlisted Weber Shandwick and noted documentary filmmaker, Patrick Creadon to create the film
Patrick Creadon
Creadon said of the unique shoot; “It's like Christmas morning, opening up all these films and not knowing what you're going to get.” He said he has “Shot all around the world,” but has “Never edited it all together in a day.” He was more than up for the challenge though, calling the experience “A great, universal story and an opportunity as a documentary filmmaker to do something challenging, but also powerful and very beautiful.” The effort, which is the brand's first official work under its “Best Possible Start” marketing push, could also be expanded later in the year with spare footage shot for the initial ad.
