The New Year brings new wishes and resolutions once the clock strikes midnight on January 1st. For some couples, it also brings new life. New Years’ babies are a guaranteed story on the local morning news, and this year, Fisher-Price boosted their fame.
Their newest campaign called “Wishes for Baby” features expectant mothers and fathers from across the globe in the last few hours of 2014 and the first few of 2015. After several shots of anxious soon-to-be grandparents, we hear a baby cry. The expressions of anticipation give way to laughter and faces full of love. The rest of the video reveals parents’ wishes for their newborns, including health and happiness, to be loved by everyone, and to be educated. It closes with the tagline “the best possible start begins with love” and a frame of a mother playing with her baby.
We believe Fisher-Price already has taken the prize for fastest ad turn-around for the year – the footage was shot and edited all within 24 hours. And we can’t forget to mention they had camera crews in 10 hospitals in seven different countries.
The ad is so artistically executed it resembles a movie. There’s no doubt the toy company was intentional when they hired documentarian Patrick Creadon to achieve the popular style of mini-movie ads. The only thing missing: product placement.
By putting a global spin on this ad, Fisher-Price appears more accepting and worldly. The Ad Director and a father of three, Creadon shared his sentiments. “Parents are universally connected by the same wish for our children, build upon the same foundation of love,” he said. “It transcends what we think divides us.”
The message of the ad is clear: Parents want the very best for their children. Fisher-Price is hoping that parents realize the company shares their desire, too.