Luvs New Kid
Procter & Gamble help us think about the baby’s perspective on disposable diapers with “New Kid”, a commercial for Luvs. David’s partner introduces him to a much cuter and younger man, Michael, who is about to move into the home and share his room. The second kid is a whole new ballgame. Viewers are encouraged to share their stories at luvdiapers.com. The “New Kid” ad won a Silver Film Craft Lion for copywriting and a Bronze Film Lion at Cannes International Advertising Festival 2010.
The New Kid ad was developed at Saatchi & Saatchi New York by chief creative officer/copywriter Gerry Graf, creative director Tris Gates-Bonarius, agency producer David Perry.
Filming was shot by director Harold Einstein via Station Film, New York, with managing partner Stephen Orent, executive producer Tom Rossano, and line producer Eric Liney, and director of photography Tom Houghton. Editor was Ian Mackenzie at Mackenzie Cutler. Sound was designed and arranged by Andrew Sherman at Fluid New York.