When Eric Silver closed his own agency and moved to McCann to serve as North American CCO in February, he brought with him at least one thing beyond AgencySpy comments: the Tommee Tippee account.
Now McCann New York has made a new ad for that client, which happens to be the “fastest-growing baby bottle brand in North America.” It’s all based on a funny concept: turning all that worthless “advice” from parents and would-be parents alike into something useful.
You’ve probably never heard of T.T. because 1) you don’t have a baby and 2) it’s a British company. But this campaign, which features a few more videos and falls under the #ParentOn hashtag, aims to heighten awareness of the brand within the U.S.
The work will be almost exclusively distributed on social, and the campaign microsite includes other videos and meme-worthy all-caps sentiments like this one, which our childless friends would definitely retweet:
The company’s message to soon-to-be-parents: chill the hell out. You got this.
That sentiment is completely accurate, but it certainly won’t put a dent in the multi-billion dollar industry that serves over-educated adults who will do anything to soothe their deep anxieties about being terrible parents.
This video is a thesis statement of sorts:
There’s no secret formula, because no one really knows how to be a “good” mom or dad. Or so we hear.
Agency: McCann New York
Chief Creative Officer North America: Eric Silver
Global Creative Director: John Mescall
GCD: Jillian Goger
CD: Matt Swinburne
CD: Howard Finkelstein
Exec Producer: Catherine Patterson
Integrated Producer: Chandler Simms
Chief Production Officer: Nathy Avriam
Design: David Mashburn, Ethan Buller, Rhett Bradbury
Sr Print Producer: April Gallo
Acct Director: Laura Decker
AAE: Amy Beck
Senior Strategist: Amanda Perring
Project Manager: Megan Flannery
Production Company: O Positive
Director: Spencer Riviera
Executive Producer: Ralph Laucella
Executive Producer: Devon Clark
Line Producer: Devon Clark
Director of Photography: Marten Tedin
Production Designer: Kevin Bird
Editorial Company: Craft NY
Editor: Nathan Troester
Asst Editor: Nellie Phillips
Post Producer: Anthony Ramirez
Audio Engineer: Gerard McConville
Colorist: Nathan Troester