Parents gonflables

The ad targets new parents and marks a change in tone for the brand, which wants to position itself as the go-to reference on the challenges of parenting.

“There’s more pressure than ever on parents these days. Who has the best approach to education? Who makes the most balanced meals? Who’s the most eco-friendly? This subtle and insidious competition—exacerbated by social media and a society focused on achievement—feeds into parental guilt and poses a risk to their mental health. We wanted to ease the pressure felt by parents, who are often faced with unrealistic expectations. The fact that other parents have styles, values and beliefs that differ from our own doesn’t mean they’re less competent,” said Laëtitia Parriaux, Campaign Manager at Naître et grandir.
With this in mind, Cossette developed a campaign in collaboration with Nova Film illustrating the absurdity of competitive parenting by exaggerating the game of one-upmanship. Appearing on television and online, the lighthearted and engaging spot uses the same caring tone that’s long been rooted in the brand’s DNA.

“Having a strong insight anchored in today’s reality was essential to ensuring the concept resonated with parents. The overstated one-upmanship drives the message home without singling out a particular type of parent—so all parents recognize themselves and their loved ones,” explained Richard Rochette-Villeneuve, Creative Director at Cossette.

The main subjects of discussion are breastfeeding, eating habits, screen time, positive parenting, and bedtime routines—hotly debated topics that generate a tremendous amount of social media content. The message ends with “Parenting isn’t a competition,” Naître et grandir’s way of encouraging parents and future parents to trust their own instincts and to turn to reliable, non-judgmental content and information for support as needed.