Living poo free: is it offensive or more relevant?

Being the the biz for 22 years, there are a ton of great ideas that are left on the table. Clients get squeamish, palms get sweaty and any inkling of resistance from one key stakeholder can turn the tides on a brilliant idea. “Think outside the box” “Push the boundaries”. Those are all common phrases that really don’t mean anything to companies that are just replicating what their competition is doing. They are just playing catch-up. They are scared be first—to lead the peloton.

What does it take to move the needle? Do you say the same thing just a different way? Really comes down to the definition of insanity: Doing the same thing over and over and expecting a different result. Don’t just say it differently. Use what connects people. Truth. As in “Crazy People” circa 1990, a film about truth in advertising. An ad executive (Dudley Moore) reaches his breaking point and finds himself in a mental institution. All of a sudden his career takes off. Ad campaigns like “Volvo, it’s boxy, but it’s safe!” and “Buy a Jaguar, if you want to get laid.” win over consumers and his competition has to follow suit. Is it taboo or is it something that is more relevant and creates a more meaningful and lasting connection? ”Just tell me how you really feel…” That approach and that mindset, for the most part creates an open door for dialogue.

When you are knee deep (no pun intended) with a new born, you feel like no one understands your plight. Only the Diaper Genie has some assemblance. That is where Huggies’ agency really hit it out of the park with this series of ads. Not sure if it was intentional, but I am sure there is some strategy behind the placement of the box, so that you could argue that it doesn’t say “Oh Crap”. Very well played my friend. You not only need to give kudos to the agency, but also to the decision makers at Huggies who dropped their drawers and went for it. 

Whenever a conversation turns to an uncomfortable subject, people say Did you really have to go there?”, well I am glad that Huggies did. Thanks for paving the way for some more relevant messaging strategies in the future and showing us a great example of a client that doesn’t take themselves so seriously, they become irrelevant.