Cannes Lions

JOHNSON & JOHNSON

BBDO NEW YORK, New York / JOHNSON & JOHNSON / 2012

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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).

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