Saatchi & Saatchi Takes ‘Naptime’ for Luvs

By Erik Oster 

Saatchi & Saatchi New York recently released a series of new ads for Luvs.

Like other recent efforts, the spots focus on the difference between first-time and second-time parents, based on the insight that “By their second kid, every mom is an expert and more likely to choose Luvs than first-time moms.” In “Naptime,” the first-time mom carefully and quietly backs out of the room of her sleeping infant and tells the dad “We’ve got at least twenty minutes, let’s do this” before the infant wakes, crying. Second-time mom just gives the kid an iPad and delivers the same line before the parents embark on a power nap. In other spots, a first-time dad is embarrassed to ask for a breast shield, first-time parents grill a potential babysitter, birth plans and family photos undergo a drastic shift from first child to second child. The formula works well to underscore the campaign’s insight, and at its best (such as in the throw-away lines at the end of “Shopping”) the spots find humor in parental behavior.



Advertising Agency: Saatchi & Saatchi, New York, USA
Chief Creative Officer: Jay Benjamin
Executive Creative Directors: Mike Pierantozzi, Stephen Leps
Creative Directors: Erin Wendel, Lauren McCrindle
Art Director: Kristen Giuliano
Copywriter: Callum Spencer
Executive Producer: Greg Hall
Business Manager: Jourdan Gibson
Senior Strategic Planner: Courtney Fagan
Brand Agency Leader: Mark Rolland
Account Director: Caitlin Reynolds
Account Supervisor: Michael Galaburda
Account Executive: Matthew Poveromo
Project Manager: Nathan Allen