Denim diapers and the storms they can create.

Here's a perfect example of a great idea for a product and a bad execution on the communication: denim diapers from Huggies.

The new Huggies campaign touts a denim-look diaper design available for a limited time this summer. The online version of the spot has a fashion-conscious toddler strolling pants-full in his jean diaper, with a voice over declaring, "I poo - in blue".

Have a look at the ad here:



I don't particularly like the ad, for two reasons:
- The verbal innuendo is superficial, simplistic and not funny at all. (ok, but that's my personal opinion).
- The baby is portrayed as a grown man strutting his stuff down the street, whilst women and men look on jealously. Sexualization of children, however mild or "cutely" packaged, simple feels wrong. It leads to cognitive dissonance, which of course, negates exactly what the ad is trying to do: sell the product.

I don't find the ad disturbing per se, it's simply a bad ad that markets the product to its target audience (mothers) in an inappropriate way, which I am willing to bet does not appeal to them. Top that off with an irritating VO about "Pooing in Blue" (how creative) and I bet the wear-out factor of his ad is about 1 view.

What's interesting is to look at the creative team at JWT, who designed the ad.
Chief Creative Officer: a man
Executive Creative Director: a man
Creative Director: a man
Art Director: a man
Copy writers (2): both men
Director: a man

This illustrates why mixed gender creative teams are so important - whether you're marketing diapers or tires! The balance of insight, perception and concept and message affiliation brought by both genders would have avoided a costly, horribly ad for what is, no doubt a really cool summer product.

Speaking of inappropriate communication, have a look at this ad: the "Baby version of David Beckham's Armani underwear ad"