In this film, we see new parents struggling to adapt to the challenges of parenthood. A narrator welcomes them to this “strange new world” and reassures them that, just as a new visitor to a distant land feels lost and confused at first, they might not know what they’re doing, but eventually they will feel right at home.

Most diaper commercials show perfect, happy parents delighting in their precious, cooing babies. The category has always been baby- and product-focused. This film did something new: It spoke directly to parents. And it was honest about the challenges as well as the joys. As a bonus, the message is written in a way that it can be true for both parents and babies. After all, parents and babies alike are all trying to find our way in a strange new world, aren’t we?

Music plays throughout the spot – no lyrics.

We open on Woman holding baby in wheelchair leaving hospital.

Pampers logo on the right lower corner.

VO: Hi, you’re new here aren’t you.

We cut to baby spitting up on woman’s shoulder and another woman

helping her clean it off.

VO: You’re probably thinking, where am I?

We cut to man throwing more laundry on couch as his wife looks on.

VO: Why didn’t we go to Hawaii?

We cut to a woman holding baby in her arms and rocking back and forth.

We see a nighttime aerial view of a house with that has one room light on.

VO: Things are….

We cut to a series of babies being babies:

-baby food blending

-a baby reaching for something

VO: …different here.

-a baby licking the glass of a window

-a baby playing with a bowl

VO: The locals are rowdy,

We cut to a woman googling “why does my baby cough”.

VO: and you don’t speak the language.

We cut to a man changing his baby in the bathroom who forgot his wipes.

VO: You may feel lost.

We cut to a woman in the grocery store with her baby crying in the basket

when another woman with two children walks up to her.

VO: Really lost. But look around, there are fellow travelers here.

We cut back to man in bathroom who forgot his wipes when another man

with a baby walks up to him and hands him some wipes.

VO: We are all trying to find our way and you will too.

MAN: (Chuckles) Thanks man.

We cut to a Dad with his baby at a hockey game. Baby has headphones on.

VO: You’ll learn the secrets of this place,

We cut to a man sniffing his baby’s diaper.

VO: The shortcuts,

We cut to a group of women exercising with their babies.

VO: The hotspots.

We cut to woman playing with her baby on the bed and the baby laughing.

We cut to father holding his baby while looking out the window at the snow while the

mother sits next to them.

VO: And one day you’ll realize that this strange new world,

We cut to woman and toddler girl running towards each other. When they

meet, the woman picks up the girl and hugs and kisses her.

Toddler Girl

(off camera): Mommy

VO: Is the only place you want to be.

CARD: For every change a baby brings.

Mom

(off camera): I Missed you.

END CARD: Pampers ®

Love the Change