Nothing Stops Leaks Better.
You may or may not have kids of your own. You may have never changed a diaper. I know I never did before I had kids (thankfully they’re older now). Regardless of your own personal experience with diapers, this commercial for Huggies brand disposable diapers is funny. I know funny. This commercial is funny.
Disposable or cloth, infant or toddler, diapers are a necessity. They are also a category that defies the typical product-in-use test. Sure they should be comfortable, easy-to-use and inexpensive, but don’t forget the primary purpose—stopping leaks. The kind of leak protection that allows mom, dad, or any other caregiver, the few minutes needed to react and hold it together. The kind of product demo that you typically don’t see on American television. Anyone who has been a little overwhelmed when changing a diaper, you know what I’m talking about. This ad exaggerates just one of the potential issues with a diaper change.
Diapers are all about convenience. That’s one of the reasons I find this Huggies commercial so funny. The man in the spot is living life on his terms. He is dressed well, maybe even a modern-day yuppie. He’s in a well-appointed and contemporary hotel, apartment or condo. You get the impression that he knows what he’s doing and that this will only take a minute. The diaper does its job, but the guy gets a little too casual with the whole process. I guess it’s meant to remind us that no matter how much innovation and technology we develop, we really never have freedom from nature’s calling.
Life has leaks and nothing works better than this diaper. Approachable humor, a cute baby and nothing too gross. I get it and applaud the advertising effort. I believe the message would play well with most demographics, across most regions. And, it probably works better without a mom in the room. Even today, men can stumble through a product test like this and it brings a smile. A mom would have done it right the first time. Where’s the humor in that?
By the way, Kimberly-Clark, maker of Huggies, saw profits up 17% over the past year on sales that increased 8%. Huggies sales figures increased 6%. Perhaps the category provides some economic, as well as leak protection—and that’s no laughing matter.