The ask
Help grow sales of Pampers Swaddlers Overnight diapers to new-ish parents whose little ones wake up wet.


Creative insight
Parents are so paranoid about waking up their infants that they’ll go to irrational lengths to make sure their baby’s sleep is undisturbed.


Campaign idea
Whatever it is, it won’t be the wet that wakes them


Activating the idea
Create a campaign that features the many irrational (yet relatable) ways parents try to keep from disturbing their infants’ slumber.


Manifesto
”Never wake a sleeping baby,” they say. But what they don’t say is how difficult a task that is.

Between dogs barking or siblings screaming, carseat-to-crib transfers or nap-traps to contend with, it’s nearly impossible not to wake them… but that doesn’t keep parents from trying. They’ll tiptoe around, shush relatives, draw blinds… even ask complete strangers to keep it down all for the sake of not waking them up.

Which is why it’s especially frustrating when a nighttime diaper fail foils the whole thing. 

Luckily, Pampers overnight diapers has little (and big) sleepers covered. With Wrap&Protect leg barriers, LockAway Channels, BreatheFree Liner and ultra-soft absorbent layers, these overnight dipes create up to 100% leakproof protection for up to 12 blissful hours. Meaning whatever may wake your little one, it won’t be the wet diaper. 

Pampers Swaddlers Overnight Diapers
It won’t be the wet that wakes them.


60-sec Broadcast/OLV: “Raiders Lost in the Dark”
A play on the famous opening scene from “Indiana Jones: Raiders of the Lost Ark,” a couple navigates the swap of a pacifier for a near-empty bottle of milk their one-year-old son has accidentally fallen asleep with. To make the reference unmistakable, we’ll score the spot with a custom cutdown of John Williams’ famous piece, “Raiders March.”

Nighttime. Baby Indy is sleeping soundly, but has fallen asleep with his bottle in hand. His parents want to remove it but are afraid of waking him. The two stand over his bed, strategizing. 

A play on the “Throw me the whip,” scene, mom starts in… 

Mom: [Whispers urgently, motioning to a light up stuffy] Pass me Glowworm. 
Dad: [Whispers urgently back, motioning to the pacifier] Throw me the Dee Dee. 
Mom: [Whispers loudly] No time to argue! Throw me the Glowworm I’ll throw you the Dee Dee!
Dad: [Whispers loudly back, eyes widening] Give. Me. The Dee Dee!

Baby Indy stirs. They both freeze and drop to the ground; catching one another’s eyes when they land. They give each other annoyed (but amused) looks. Mom hands over the pacifier, dad passes her Glowworm. 

They slowly stand, and mom illuminates the scene with Glowworm’s face. 

Dad fiddles with the pacifier in his hand, carefully considering its weight and position compared to the empty bottle. And just like Indiana Jones swapping a bag of sand for the precious gold Idol, Dad successfully swaps the bottle out for the pacifier. 

They both pause to make sure it takes, then celebrate, silently pumping their fists in the air and congratulating one another. 

But as they slowly back out of the bedroom and carefully close the door, Dad steps on a stuffed snake… and it squeaks a long, loud, high-pitched squeak. They freeze, eyes wide, knowing as soon as Dad takes his foot off the snake, the squeaker will let out the second half of the squeak. Without seeing another way out, he releases his foot… and the second squeak is painfully loud and hilariously slow to finish. Indy blessedly stays asleep. 

Dad: [Shakes his head, and grumbles to himself as he and his wife walk back to their bedroom] “The snake. Why’d it have to be the snake?” [One final reference to the famous film.]

GFX over footage: Whatever it is, it won’t be the wet diaper that wakes them.

GFX art card: Pampers Swaddlers Overnights (logo). 
100% leakproof. 100% squeakproof. 


Art Direction
An authentic look at a night in with an infant. Photography shown is not original; it’s used as mood board imagery, only.