Category: Script
Advertiser: JOHNSON & JOHNSON
Product/Service: JOHNSON & JOHNSON
Agency: BBDO NEW YORK
Agency: ROBERTS + LANGER DDB
Production Company: CAVIAR, Los Angeles, USA
Chief Creative Officer: David Lubars/Andy Langer
Executive Creative Director: Ronald Ng
Creative Director: Kara Goodrich/Jean Robaire (Senior Creative Directors)
Copywriter: Kara Goodrich
Art Director: Jean Robaire
Agency Producer: Regina Ebel (Dir Of Film)/Peter Feldman/Amy Wertheimer (Exec Prods)/Rani Vaz (Dir Of Music/Radio)
Account Supervisor: Stacey Shelly/Rebecca Ginsberg
Director: Reynald Gresset
Editor: Charlie Johnston
Music: David Robaire
Production Designer: Gwendolyn Witkin
Director Of Photography: Arnaud Potier
EditingCompany: Lost Planet
Production Designer: Gwendolyn Witkin
Director Of Photography: Arnaud Potier
Editing Company: Lost Planet
Other Credits: Steelbird Music (Music House)
English Description
For generations, Johnson's has been an icon in baby care and, yet, our connection with today's parents has been softening. We needed to update the brand and speak with moms in a more meaningful way.
Today, parenthood is more demanding than ever and, with the bar for “perfect parenting” placed unreachably high—moms long for the reassurance that they really are doing fine. To hear that reassurance from the baby himself would provide tantamount comfort to moms.
In the U.S., the phrase “You’re doing okay” is a colloquial and empathetic way of stating that all is good (in the context of this commercial, “okay” credibly means great…as opposed to satisfactory).