Shields Stars in Ads for Infant Formula

ATLANTA Actress and new mom Brooke Shields takes a comedic turn in ads from The Martin Agency for Bright Beginnings infant formula.

The TV commercials, which broke yesterday on cable and in network-syndication spot markets, target new moms. A print effort will launch in February.

Shields said in statement that she feeds her daughter Rowan the DHA- and ARA-enhanced formula, developed by PBM Products of Gordonsville, Va., but the former child star’s infant does not appear in the spots.

“The campaign zeroes in on the needs new moms have for getting everything right,” said Darryl DeGuzman, client product manager.

In one commercial, “Obsession,” penned by Martin copywriter Ann Marie Hite, Shields wields a formula-filled baby bottle like a microphone, lip-synching the words to Animotion’s 1980s hit of the same name.

Suddenly, the new mom catches her baby’s quizzical look and freezes. “Oh great, most moms are playing their babies Mozart,” she mutters.

In “Finger Puppets,” Shields switches from making goofy animal noises to reciting lines by Shakespeare.

“We also keyed in on our sensible pricing,” said DeGuzman. “Prices for national brands are fairly prohibitive.”

DeGuzman said Bright Beginnings consumers save about 20 percent on a per-ounce basis over competitors such as Enfamil, Similac and Nestle’s Good Start products.