The Japanese Pampers Ad That’ll Make You Tear Up

ByAnisa Arsenault
Associate Editor
Published
Sep 2014
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Turn on those subtitles — you’re not gonna want to miss this one.

A Japanese  Pampers campaign is giving moms their due for surviving those first 12 months, a whirlwind of milestones, checkups and, yep, worries. So when it’s time to celebrate his first birthday, it’s also time to breathe: You made it!

In the ad, moms take babies to their one-year checkup while dads secretly set up a surprise in the hospital hallway, complete with photos and sweet  messages, like, “I almost cried when you first said ‘hello’ to our son” and “You were in such pain, but acted so strong.” The final surprise comes when mom steps outside and dad is waiting with a cake.

Two questions: Where’s the Kleenex box? And why doesn’t America get above-and-beyond commercials like this? (The next Olympics is in two years, when we see all those “thank you, mom” ads from P&G.) It seems that brands are more willing to push the envelope overseas. Case in point: the new Burger King Kuro black burger with black cheese in Japan.

Are we less receptive to out-of-the-box advertising? I might not be the expert on this one, but my reaction to these beautiful Japanese moms and babies tells me celebrating moms should be a universal message.

Did your partner celebrate you on baby’s first birthday?

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