Huggies’ Latest Spot Celebrates Milestones Children Reach on Their Journey To Becoming A Big Kid

Brandcontent production studio Be The Fox collaborated with agency Rocketmill on the latest campaign from premium nappy brand Huggies to support the launch of Pull-Ups Explorers – a new product that allows kids to explore and move more whilst still not being fully potty trained. The Big Kid Game spot celebrates the key milestones the children reach on their journey to becoming a big kid from first steps to potty training. It was shot entirely during lockdown in May with BeThe Fox remotely directing 13 different DOPs, each using their own children to film the ad in their homes. 

In addition to the TVC, Be The Fox also shot a bank of film and stills content to launch the campaign online and through in-store activations. The assets are being used to invite families to mark each milestone of their child’s development,allowing them to share and celebrate their achievements on social by using hashtags and special ‘Big Kid Game’ digital stickers.

Says Diana Ellis Hill, co-founder of Be The Fox and director of the ad: "Filming 15 children whilst under full lockdown obviously presented us with unique production challenges, but by leveraging our extensive parent filmmaker network across the UK and Ireland, we were able to shoot this high end campaign with no compromise on quality. I’m so proud of the entire team for overcoming the obstacles Covid-19 has placed our way, and delivering the work with such creativity, agility and boundless energy.”

BeThe Fox is no stranger to making film content using children during lockdown.They devised and produced four social films for Cow & Gate that were self-shot by parent filmmakers at home with their families, to provide supportive and inspiring content to parents across the world during confinement.