Saatchi & Saatchi New York teamed up with MassiveMusic to reimagine the lullaby “Hush Little Baby” for Pampers.
The new version of the bedtime staple features lyrics about the difficulty of raising a baby and how everyone, from an uncle who quits smoking to workers who stop drilling so the baby can enjoy a nap, pitch in. Its emotional lyrics deal with parenting from the perspective of a modern day working family, including a dad taking the late night shift, a sister learning to share and a stranger helping to lift a stroller up a flight of stairs. It’s implied that the mother pictured at the beginning of the spot is singing the song throughout.
“The challenge was to create a version with new lyrics that would reflect what every parent would do for their newborn baby; to create a better world for them,” said MassiveMusic’s Diederik van Middelkoop. “It was clear from the start that whatever the arrangement would become, it needed to be genuinely beautiful, heartfelt and very emotional.”