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18 November 2021

Skin Deep

by Syd Briscoe

Pampers: “Every Touch is Huge” - 60s

Pampers's latest campaign focuses on the brand's charitable efforts - specifically, donating specially made nappies to premature babies in hospital. After a year of lockdowns during which 'touch starvation' has become the norm for many, viewers will keenly feel the need for the smallest humans to be treated with the utmost care.

Intimate shots of babies hooked up to monitoring equipment will tug at even the most frozen heartstrings, while the gentleness of nurses and parents shines through in their delicate attempts to soothe. Director Luke Franklin handles what could easily be an overwrought emotional piece with a great deal of care here, ensuring that we feel affected rather than manipulated.

A version of 'Can't Take My Eyes Off You' arranged to sound almost like a lullaby provides a fitting soundtrack for the poignant visuals, and ensures that we pay attention to the delicacy of the vulnerable babies at the heart of this film.

ECD: Rob Burleigh
Creative: Jenny Bond / Sara Leal
Agency Exec Producer: Anne O'Neill
Agency Producer: Eve McDonald
Film Production: Moxie Pictures Ⓟ Ⓦ
Director: Luke Franklin
Producer: Sue Caldwell
Cinematographer: Eoin McLoughlin Ⓦ (Vision Ⓟ Ⓦ)
1st AC / Focus Puller: Wouter de Wilde
DIT: Robbe Vandekeere
Editor: Darren Baldwin Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: The Mill Ⓟ Ⓦ
Music: Can't Take My Eyes Off You

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