Good ads tell a compelling story in an engaging way. The best ads do that in a way we've never seen before. Such is the case with the latest ad by Huggies for their Movers diaper. In it, they use an incredible technology speical effect that we've all seen before, but use it in a totally different way that really is fun to watch.
We've all seen the technique where an action sequence is frozen in time and then the camera moves around the frozen scene in amazing 3D picture. Most recently one of the DVR providers (AT&T I beleive) uses it to good effect in a spot that illustrates you can pause your show in one room and pick up the action in another. It shows a big sci-fi fight scene taking place right in the guys house, breaking through walls and stuff, as he pauses the action and moves from room to room.
What's different about how Huggies uses this effect is that the whole storyline is told in the frozen scenes with no live action at all. It's storyline we've seen before – a toodler getting changed at a swanky party gets away from his dad and leaves a path of destructions and chaos as he runs from room to room. The entire ad is a tracing of this path through the party, going form one disaster to another, frozen in action. What's fun is that the previous scene with the baby and chasing dad is visable, frozen in the background of the current one.
It's one of those ads you can watch over and over again and always find something new to make you smile. Enjoy.
Huggies – "Movers"
Thanks to one of our stellar Yaffe staffers for suggesting this ad after seeing it in the People's Choice Awards. if you have a suggestion for Ad of the Week, please leave it in a comment here or drop us a line on Twitter, Facebook or at fans@yaffe.com
Mike McClure. ECD and fan of storytelling
I really like this. Not only for the unique technique, but because it uses a much different paradigm of parenthood than other diaper ads.
Most of them show the perfect parents, the perfect home, totally void of life that is not child-centric.
I was thinking of our conversation about how parents of young kids often struggle with their missing social life. It’s nice to see a commercial that shows that life with young kids IS messy, but you can still live it.
J