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19 June 2019

Whatever will be.

by Andrew MacGregor


Fairy Non-Bio: “Letter To My Baby” - 67s

A trio of celebrity mums and dads take the opportunity to give their babies an early pep talk in this Fairy Non-Bio ad. To highlight the brand's support for Great Ormond Street Hospital, Olympic diver Tom Daley, former England rugby international Matt Dawson, and model Vogue Williams each recite a letter written for their respective sprogs.

The parents contributions are both poignant and optimistic; Williams and Daley assert their support for whatever their children wish to be and do in life, while Dawson sheds light on his son's treatment for meningitis at the age of two. The latter in particular chimes with Fairy's GOSH affiliation.

In this post-Aptamil age, the brand are also keen to foster a more open-minded approach where a child's potential career is concerned. Thus, Daley, Dawson, and Williams pointedly back their kids to become ballet dancers, electricians, or "maybe even a monk" - whatever floats their boat in the future.


Film Production: Mad Cow Ⓟ Ⓦ
Director: Justin Hackney Ⓟ Ⓦ
1st AD: Joseph Jones
Executive Producer: Pernille Raven
Cinematographer: Ben Montgomery
Editor: Owen O'Sullivan @ Marshall Street Editors Ⓟ Ⓦ
Colourist: Adam Clarke @ Absolute Post Ⓟ Ⓦ

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