McCann Knows What You Can Do With All That Unwanted Parenting Advice

By Patrick Coffee 

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:

tommeeeIt also includes answers to a few of the millions of questions one asks before having a kid. For example, do babies dream in color? And do they have kneecaps? (No and yes.)

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