Ad of the Day: Fisher-Price’s New Year’s Ad Stars 2015’s First Babies

Documentarian Patrick Creadon collects #WishesForBaby

Headshot of Tim Nudd

Being born in the early hours of New Year's Day can make you something of a celebrity, as fodder for your local media outlet. It can make you an ad star, too.

Fisher-Price found a bunch of New Year's newborns for its "Wishes for Baby" spot, filmed in the waning hours of 2014 and the early ones of 2015—in 10 hospitals in seven counties (the U.S., Japan, Mexico, Brazil, Kenya, Bangladesh and Poland). Local film crews captured footage of new moms talking about their wishes for the babies. The footage was then turned around in less than 24 hours by Weber Shandwick and documentarian Patrick Creadon (Wordplay, I.O.U.S.A., If You Build It) and crafted into a 90-second spot.

"The first time you hold your baby, you wish so many things for them," said Creadon, himself the father of three young children. "You're filled with an incredible desire that they have every opportunity in life. I was drawn to this project having filmed the births of my own children and knowing that new life, combined with self-reflection brought on by a new year, would be a powerful thing to portray."

The spot launched a new campaign for Fisher-Price called "Best Possible Start."

"The best possible start begins with love," says on-screen text at the end of "Wishes for Baby." Soon enough, presumably, it will include Fisher-Price toys as well.

The brand wants consumers to engage with the campaign through the #WishesForBaby hashtag. Author, illustrator and mother of two Adele Enersen will depict the most popular wish themes from around the world in "charming, artful responses," Fisher-Price says.


Client: Fisher-Price

Director: Patrick Creadon

Weber Shandwick: Lead and Creative Agency

Josh Gilbert, Executive Creative Director

Art Direction: Matt Bogard

Copy: Jess Davis

Ian Cohen, Executive Producer

Dan Rucci, Producer

Lilla Curran, Production Coordinator

Pete Campisi, EVP – Account Management

Dagmara Grabowski, VP, Account Management

Production Partners: Science + Fiction, Concern Worldwide

Editoral: EditBar, Boston

Editors: Peter Barstis and Kelly Hansen

Executive Producer: Vanessa Macedo

Music Production: Groove Guild

Composer: Jon Notar

@nudd Tim Nudd is a former creative editor of Adweek.