Huggies Celebrates All Baby Butts and Shapes in Bopping Musical Campaign

Babies come in all shapes and sizes. But whether they’re chunky or skinny or teeny tiny, they all have curves. But for some reason, not all diapers are designed with curves to fit their bodies. Which is odd, considering one of the curviest parts of a baby is its squishy little, well, you know, its butt. You’d think that might make them a little uncomfortable (if only they could tell us).

Huggies are designed with a curved and stretchy fit allowing babies of all shapes and sizes to squiggle, wiggle and jiggle around in comfort. And their new 'Baby Butts' campaign highlights the range of baby butts and all the different movements babies can comfortably do when they are wearing Huggies diapers. The new creative spot features babies of all shapes and sizes moving their butts, set to a new, exclusive , quirky dance track that calls out the different shapes and the fun activities baby is doing. The new creative spot is launching on linear TV, OLV, OLA and social media in the coming weeks. 

“Many of us here at Huggies are parents, and we understand first-hand how important a well-fitting and comfortable diaper is for babies of all shapes and sizes, and at every stage of childhood,” said Robert Raines, VP Infant Care North America. “Parents do everything possible to care for their babies, and we want everyone to know Huggies are made to comfortably fit all babies’ bodies. We had a ton of fun with the creative and song and we know parents and baby will, too.” 

The new film, created in partnership with Quality Meats and directed by acclaimed commercial and music video director, Keith Schofield, is launching this month alongside a 360 digital, print, and radio campaign. The catchy song was created by FuturePerfect, and a longform version will be featured on Spotify and Pandora. Additionally, various social media, influencer and PR activation elements will be rolling out over the coming months.