Baby bottle brand Tommee Tippee and its agency McCann New York have rolled out a campaign based on a marketplace insight gleaned from a client-commissioned poll of 1,000 new moms which found that over half felt entirely overwhelmed by unsolicited advice and opinions as to how to raise a baby.
In that spirit, Tommee Tippee and McCann concluded there must be some actual use for all that extra parenting feedback, so they hired a paper making facility to collect baby books and articles, then recycle all the material to create a limited run of baby wipes. Introducing Tommee Tippee Advice Wipes. Made from real, overwhelming baby advice.
This centerpiece spot in the “Parent On!” campaign was directed by Spencer Riviera of O Positive.
Credits
Client Tommee Tippee Agency McCann New York Eric Silver, chief creative officer; John Mescall, global creative director; Jillian Goger, group creative director; Matt Swinburne, Howard Finkelstein, creative directors; Catherine Patterson, exec producer; Chandler Sims, integrated producer; Nathy Avriam, chief production officer; David Mashburn, Ethan Buller, Rhett Bradbury, design; Amanda Perring, sr. strategist; Megan Flannery, project manager. Production O Positive Spencer Riviera, director; Ralph Laucella, exec producer; Devon Clark, exec producer/line producer; Marten Tedin, DP; Kevin Bird, production designer. Editorial Craft NY Nathan Troester, editor/colorist; Nellie Phillips, assistant editor; Anthony Ramirez, post producer; Gerard McConville, audio engineer.
Dancer turned director Ezra Hurwitz collaborates with Ailey II artistic director Francesca Harper, featuring movement as museum pieces against the Whitney Museum of American Art’s striking architecture for this short film titled Echoes of Ailey. Commissioned to celebrate “Edges of Ailey” at the Whitney Museum, the film accompanies the first large-scale exhibition on the life and enduring legacy of visionary artist and choreographer Alvin Ailey. “Edges of Ailey” is currently on view at the Whitney until February 9.
Animating iconic images from Alvin Ailey’s 20th-century repertory, the film expands on the exhibition by constructing a visual narrative around his storytelling and influences. Set to Radiohead’s “Everything In Its Right Place,” dancers from the Alvin Ailey American Dance Theater, Ailey II, and The Ailey School capture the emotional core of the company’s history--physically situating Ailey’s masterworks amongst the Whitney’s collection.
“As a child, my grandmother took me to Ailey’s Revelations once a year,” said Hurwitz. “No matter how often I saw it, the work captivated me. There isn’t one specific thing I hope viewers take away from the film--or one way to interpret its images. It’s meant to be an abstract work, like Ailey’s creations.”
Turning to his archive, Hurwitz and Harper illuminate key sequences symbolic of Ailey’s profound legacy, closing on an uninterrupted sequence from "I’ve Been Buked," the opening movement of Ailey’s legendary "Revelations." Carrying a watershed moment back to its own medium, Echoes of Ailey captures the multigenerational impact of Ailey’s work, continued by his organization. The short film first premiered on Nowness.
