JWT (New York)

It's safe to say that the majority of advertisements for baby products are cute and sentimental. Tony Rizzuto, a freelance art director at JWT/New York, thought it would be better and more effective to take an opposite approach and be realistic, humorous, or a combination of both. This advertisement for Huggies Gentle Care Sensitive Wipes combines both humor and realism. To convince parents to buy baby wipes that are soft and gentle, the ad shows an adorable infant under the tag line, "Don't irritate your new boss." The tag line was thought up by copyrighter Cynthia Wills, who is a mother herself. She made the point that once you have children, they run your life and become your boss. Since you never want to irritate your boss, you should always treat them with respect and do what's best for them....in this case, you should respect your baby by giving them the best, Huggies Gentle Care Sensitive Wipes, so that their little bottoms are soft and not irritated. I love this advertisement because the people at JWT New York stepped outside of the typical baby product comfort zone and as a result they created a successful advertisement.