Ad of the Day: Johnson & Johnson

The company returns to its roots of love and family in an image campaign from TBWA\Chiat\Day

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 3