While the upcoming Superbowl ads count on puppies [1] and scantily clad women for views, Pampers is counting on something infinitely more precious: babies – both born and unborn.
Pampers’ new ad, “A Newborn Journey of Firsts [2],” boasts almost 950,000 views on Youtube since its release earlier this month. With the video’s focus on multiple babies, Pampers aims to show how “every first is significant no matter how small they seem” – “[f]rom the first scan to the first cuddle.”
From the beginning, the video shows a sonogram of a baby giving her first “hello” with a heartbeat playing in the background. The ad progresses to show the touching journey of babies’ and parents’ “firsts” together – from "Your first tears of joy" to “Her first word.”
Pampers’ description of the video reads [2]:
From the first scan to the first cuddle, every first is significant no matter how small they seem. For both baby and mom, it's a journey full of firsts. And there's nothing more rewarding than experiencing each and every one together
For the pro-life movement, Live Action News’ Kristi Burton Brown credited [3] the film for showing the “beauty of human life at its various stages.”
But even the pro-choice [4] Huffington Post acknowledged [5] the “dazzling reminder that new parents and their babies are in this thing together” via Caroline Bologna. “The ad captioning reminds parents what makes this crazy ride totally worth it,” she wrote.
It’s impossible to deny the beauty of even these little human beings – and Pampers’ video makes that all the more difficult for the pro-choice media [4] to ignore.
— Katie Yoder is Staff Writer, Joe and Betty Anderlik Fellow in Culture and Media at the Media Research Center. Follow Katie Yoder on Twitter. [6]