Description
For more than 60 years, Pampers has been proudly baby-first, supporting them from their first breath to their first steps and beyond. Today, Pampers is celebrating that legacy with the launch of its new campaign, Behind Every Baby, a heartfelt tribute to the brand’s enduring commitment to support babies and families. This refreshed brand ethos will be the driving creative force behind all Pampers products and creative.
“Every baby arrives with a world of possibilities in front of them, and Pampers is behind them, supporting each step of their incredible journey,” states Adam Riegle, Vice President, Brand - P&G North America Baby Care. “With Behind Every Baby, we’re celebrating our legacy and continuing our commitment to baby-first innovation, support and protection.” This comes to life in a moving manifesto video from Pampers, which will first reach families tuned into national football games during opening weekend, starting September 7 at 1 p.m. on CBS.
To celebrate the new campaign, Pampers is launching the "World's Biggest Birth Announcement," inviting families nationwide to share newborn birth announcements for a chance to win a year's supply of diapers. Pampers is excited to share this opportunity with families everywhere as a joyful reminder that from the very first moment, we’re proud to be behind every baby. For more information on the sweepstakes, please visit Pampers’ social channels on September 9.
Joining this initiative are "Love is Blind" stars Lauren Speed-Hamilton and Cameron Hamilton. Lauren expressed, "We can’t stop thinking about the arrival of our daughter and all that her life could be. Pampers has the trust of hospitals and pediatricians, which is important to us. We’re happy to partner with them on this campaign. We’re encouraging families to share their baby announcements to spread joy – and hopefully win some diapers!”
The 'Behind Every Baby’ campaign for Pampers was created by PG One, the bespoke Publicis Groupe Power of One solution for P&G, creatively led by Saatchi & Saatchi New York with PR support from MSL.
This professional campaign titled 'Behind Every Baby' was published in United States in September, 2025. It was created for the brands: Pampers and Procter & Gamble, by ad agency: Saatchi & Saatchi NY. This Film and Integrated media campaign is related to the Household Products industry and contains 1 media asset. It was submitted 3 months ago.
Credits
Client: Procter & Gamble (Pampers)
President, NA Baby Care — Stefan Feitoza
VP, NA Baby Care — Adam Riegle
Sr. Brand Director, NA Baby Care — Vanessa Galloza
Sr. Director, BBIC — Jennifer Maxwell
Director, Ad Production — Paul Chick
Agency: Saatchi & Saatchi New York
Chief Creative Office – Matt McKay
Chief Executive Officer – Angela Pasqualucci
Head of Strategy – Tony Lederer
EVP, Brand Lead – Zahida Subramanian
EVP, Director, Brand Strategy – Jane Jovanovic
EVP, Global Strategist – Julia Perissinoto
SVP, Executive Creative Director – Chris Jansma
Associate Creative Director (Art) – Dahee Song
Associate Creative Director (Copy) – Marissa Cuconato
VP, Associate Creative Director, Art (Cruisers) – Maurizio Grammatico
VP, Associate Creative Director, Copy (Cruisers) – Abby Meyerson
Creative Director (Design) – Agatha Sohn
Associate Creative Director (Design) – Ralph Bachir
Creative Director (Art, Social) – Lindsey Eckwall
Associate Creative Director (Copy, Social) – Molly Cathcart
Senior Art Director (Social) – Melissa Tito
Senior Copywriter (Social) – Ryan Sheehy
Motion Designer – John Catano Zapata
VP, Account Director – Kristen Roman
Senior Account Supervisor – Isabelle Hardesty
Account Executive – Julia Pham
Executive Producer – Marc Reina
Senior Producer – Cameron Schiller
Executive Producer (Cruisers) – Maria Molina
Associate Director, Business Affairs — Aoife O’Donnell
Associate Business Affairs Manager — Erin Molchan
Agency: MSL
Chief Executive Officer – Diana Littman
Chief Consumer Brands Officer – Nicole Scull
Chief Creative Officer – Matt Zavala
Executive Vice President, Consumer Brands – Jolie Egan
Senior Vice President, Consumer Brands – Susannah Frank
Senior Vice President, Digital – Nhya Ciborowski
Senior Vice President, Creative – Sarah Sanders
Vice President, Consumer Brands – Maxine McDonald
Agency: SaatchiX
EVP, Creative – Casey Lissau
Creative Director – Brock Elliott
Account Director – Lauren Labrecque
Production: Chelsea Pictures
Director — Lalou Dammond
Director of Photography — Joaquin Baca-Asay
Producer — Pat McGoldrick
Editorial: Optimus
Executive Producer — Joanna Woods
Editor — Angelo Valencia
Assistant Editor — Lauryn Smith
Post-Production: Harbor
Executive Producer — Jesse Schwartz
Producer — Lena Lobel
Editor — Kasey Winters
Colorist — Oisin O' Driscoll
Sound Design / Mix — Brian Battersby
Music Licensing: Platinum Rye Entertainment
VP, Music & IP Licensing — Amanda Levine
Music Supervision & Licensing — Bailey Ayers
