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Overnight Dryness

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Published/Aired: 
February 2010
Pampers Print Ad -  Overnight Dryness

Description

Effective nappies means a better night's sleep for your baby. A print campaign to show that your baby will sleep dry and uninterrupted with Pampers – so their dreams won't have to end abruptly.

Print advertisement created by Saatchi & Saatchi, Israel for Pampers, within the category: House, Garden.

Advertising Agency: BBR Saatchi & Saatchi Tel Aviv, Israel
Chief creative officer: Yoram Levi
Creative director: Ben Sever
Art director: Yuval Zuckerman
Copywriters: Idan Regev
Account director: Idit Zuckerman
Supervisor: Nir Federbush
Account executive: Mimi Cohen
VP planning: David Kosmin
Planner: Guy Gordon
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Highest Rated

whatthefudge's picture

Haha, kudos for the boys' wet dreams :) I understand the concept about the dream being interrupted, I'm just not sure whether it's that straightforward in the ad. However, I'm not a parent so I should probably zip it ;) But still, the execution would, according to me, be better with a somewhat younger girl or boy (young enough to use pacifiers and nappies).

whatthefudge
Activity Score 1266
whatthefudge's picture

Isn't the girl in the ad a bit too old to wear nappies? In her case, it's about time to wake up. This ad is anything but simple to understand.

whatthefudge
Activity Score 1266
atb2005's picture

I think they've provided a good explanation. The blank or whitish portion of the image means the dream has been "interrupted" or "washed [wet means water] away" by the baby wetting themselves. If you are a parent and you see that your baby has done that, you'd want to change their soaky diapers. Babies should have dry dreams; young boys at some age, are allowed to have wet dreams..lol

atb2005
Activity Score 13557
LeeHarvey's picture

;-)))

LeeHarvey
Activity Score 3045
Creative Director
Adaddicted's picture

leave him alone.... ; )

Adaddicted
Activity Score 3435
Art Director |

withalltherespects

whatthefudge's picture

Haha, kudos for the boys' wet dreams :) I understand the concept about the dream being interrupted, I'm just not sure whether it's that straightforward in the ad. However, I'm not a parent so I should probably zip it ;) But still, the execution would, according to me, be better with a somewhat younger girl or boy (young enough to use pacifiers and nappies).

whatthefudge
Activity Score 1266
Shubhra Aggarwal's picture

ummm.. isnt it too harsh to comment that a kid cant dream about being older than she is in real life!? ..its a dream after all.. the premise of which is, that you tend to imagine unreal things.. forget about dreaming being old ..one of my kid sister's favorite dream is that she is a bird :)

Shubhra Aggarwal
Activity Score 86
Marketing Manager
Adaddicted's picture

Agree with whatthefudge... might have worked better without the lady on the wafers ; )

Adaddicted
Activity Score 3435
Art Director |

withalltherespects

atb2005's picture

Another great ad from Saatchi! Love it! They are really good when it comes to ads about diapers. Have you seen this one too?
http://adsoftheworld.com/media/print/pampers_book_3

I'd have created a series of images, depicting different dreams.. not just this one. Drawing is wonderful, and its quality or style is very reminiscent of illustrations found in old children's books.

atb2005
Activity Score 13557
Roshan Quintus's picture

i like the idea but not the execution. composition of the illustration is interesting but figure drawing has a problem.

Roshan Quintus
Activity Score 667
Saatchi & Saatchi - Sri Lanka |

bite me

dreadboy's picture

Now this is pure brilliant, as long as we're not criticizing the quality of the drawing, which is quite irrelevant since the copy is excellent.

dreadboy
Activity Score 413
Photographer |

Portfolio * Myspace * Facebook
i can't even spell my name without 'ad'

vrginie's picture

I totally agree with Roshan, I don't like the drawing

vrginie
Activity Score 154
Olafski001's picture

interupted dream concept was done in radio
don't let you dreams get interupted by musquito's
was very funny
won some lion

Olafski001
Activity Score 1193
Copywriter |
monsieurange's picture

I don't get this ad, but art work is interesting.

monsieurange
Activity Score 520
Creative Director
art one's picture

cute

art one
Activity Score 70
Shingo's picture

like it

Shingo
Activity Score 408
perromalo's picture

I think that the visual could be much better. I would have love to see a better representation of a child's dream. It could have been a mixture of different situations and characters, something that everyone could have dreamed when we were kids, and only understood through children's eyes.

perromalo
Activity Score 429
Creative Director at Mateo&co
satrianee's picture

Sorry, this just didn't give me "interrupted" sense... this is a visual of a moment and if i don't see the other half this means the problem is not in my bottom.

satrianee
Activity Score 3748
silvi's picture

I think this is done.

silvi
Activity Score 4172
Copywriter
Spoonfeederxxx's picture

Really nice!

Spoonfeederxxx
Activity Score 641
Copywriter
matrix4u's picture

well thought concept and executed equally well...!!!!!!!!!!

matrix4u
Activity Score 19
morse's picture

I think I understand it, but it's not that great.

morse
Activity Score 18024
Art Director |

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