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22 February 2021

Oh, Baby

by Syd Briscoe


Huggies: “Welcome to the World, Baby” - 30s

A brand's first Super Bowl outing is always a step forward on the commercial stage, and Huggies chose to celebrate some other significant firsts in this sweet ad. Dedicated to all the messy realities of early parenthood, the film cheerily welcomes newborn babies to the world - including a selection who were born on the very same day as Super Bowl LIV.

Director Mark Molloy packs a lot into 30" here, while the film serves as a motivational speech for little humans just joining the party. Babies are encouraged to enjoy their infancy while they can, and take full advantage of being able to eat, sleep, and crap on their own schedule while adult butlers attend to their needs.

The film's soft grade and animated flares add to its playful appeal, while little moments of humour (such as a fellow passenger dealing with some, er, fallout on a flight) evoke a mischievous tone. It's a quirky approach to the usual 'best years of your life' spiel, and assures parents that all the relentless clean-up is worth it... eventually.


Film Production: Smuggler Ⓟ Ⓦ
Director: Mark Molloy Ⓦ
Producer: Ben Croker
Head of Production: Alex Hughes
Executive Producer: Patrick Milling-Smith / Brian Carmody / Sue Yeon Ahn
Cinematographer: Mauro Chiarello
Editing: Work Ⓟ Ⓦ
Sound Design: 750MPH Ⓟ Ⓦ
Composer: Mr Pape

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