Brand MarketingAd of the Day: Johnson & JohnsonThe company returns to its roots of love and family in an image campaign from TBWA\Chiat\DayBy Andrew McMains|April 29, 2013 ShareBy Andrew McMains|April 29, 2013 Share Johnson & Johnson's new corporate image work, from the Playa del Rey, Calif., office of TBWA\Chiat\Day, in some ways harkens back to its last major corporate push, the "Having a baby changes everything" campaign. Both efforts eschew color for black and white and capture small, loving moments within families. But while "Having a baby" focused solely on babies and their parents, the new campaign, tagged "For all you love," branches out to include older children and grandparents. Still, the feel-good family glow remains. J&J brands play a supporting role—for example, with a mother putting a Band-Aid on her son's knee in the initial TV ad. In the same spot, a bottle of Johnson's Baby Shampoo can be seen in the background of a scene of a dad holding his baby in a shower. The music in the launch ad also is a departure from the last campaign. Instead of a few supporting notes of acoustic guitar, as Lowe used in the "Having a baby" ads, TBWA\C\D—in its first work for J&J—has inserted a child-sung version of the Guns & Roses song "Sweet Child o' Mine." It's not an obvious choice, but an effective one. With the new effort, which also includes print and online ads and is backed by more than $20 million in media spending, J&J seeks to turn the page on several years of recalls, lawsuits and management turnover. CEO Alex Gorsky unveiled the launch ad at the company's annual shareholder meeting last week. Hours later, vp of global corporate affairs Michael Sneed signaled a desire to re-establish the company's core principals. "The last several years, we have had business challenges, and it's important for people to understand that we're taking measurable strides to overcome those challenges," Sneed told Adweek. "We're also really intent on making sure that people understand the values of Johnson & Johnson and why we do things." "It's not to say that we're perfect. We've never set ourselves up to be perfect," Sneed added. "But we want people to know that even when we make mistakes, we own up to those mistakes and that those mistakes don't change the character and the values that people have come to know about Johnson & Johnson." CREDITS Client: Johnson & Johnson Campaign: "For All You Love" Agency: TBWA\Chiat\Day Global Creative President: Rob Schwartz Group Creative Directors: Becca Morton, Michael Yagi Art Director: Carolina Labi Copywriters: Michael Yagi, Gage Clegg Group Account Director: Grace Kao International Account Director: Brenda Castro Management Supervisor: Andrew DeBenedictis Account Executive: Kali Cushing Assistant Account Executive: Alexina Shaber Account Group Assistant: Erin Moore Planning Director: Neil Barrie Jr. Planner: Drew Phillips Executive Producer (Broadcast): Elaine Hinton Sr. Art Producer: Heather Michaels Project Manager: Holly Prine, Jenni Warsaw Print Producer: Kim Callahan Director of Business Affairs: Linda Daubson Senior Business Affairs Manager: Jill Durand Talent Payment Manager: Vanessa Aniles Director of Broadcast Traffic: Nadzyah Guillermo Broadcast Traffic Coordinator: Caelayn Edwards Television: Production Company — Supply & Demand Integrated Director: Jeffery Plansker Executive Producer: Kira Carstensen Line Producer: Julia Roberson DP: Neil Shapiro Production Designer: Carl Swanberg South African Production Service: Can Can Films Executive Producer: Di Britz Editorial: Venice Beach Editorial Executive Producer: Hunter Conner Sr. Post Producer: Cristy Torres Associate Post-Producer – Orlee Klempner Sr. Editor: Dan Bootzin Editor: Nick Gartner Post EFX: The Moving Picture Company Executive Producer: Asher Edward Head of Production: Jenny Bright Effects Artist: Mark Holden Telecine: Company 3Continue ReadingPages: 1 2 Adweek Adweek