Pampers modifies premature baby ad as emotions run high

Baby care provider Pampers has been forced to rethink an emotionally charged campaign centred on premature delivery after complaints from some viewers that it was simply too much to bear.

Devised by Saatchi & Saatchi and introduced earlier this year, the spot had split opinions between those who regarded it as a heartfelt and moving watch and those, including some who had suffered the loss of their own premature babies, who felt it was too upsetting.

60 complaints were received by the Advertising Standards Authority with particular concern raised by the choice of musical accompaniment ‘I’m Coming Home’ by Chanele McGuinness, from those who knew…

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