SLEEPY MORNINGS

Short List
TitleSLEEPY MORNINGS
ClientP&G
Product/ServicePAMPERS PANTS
CategoryA01. Direction
EntrantSAATCHI & SAATCHI GREATER CHINA Shanghai, CHINA
Idea Creation SAATCHI & SAATCHI GREATER CHINA Shanghai, CHINA
Production SAATCHI & SAATCHI GREATER CHINA Shanghai, CHINA
Production 2 ANTENNA MEDIA Bangkok, THAILAND

Brief Explanation

Set to the classic film score, Zorba’s Dance, by Mikis Theodorakis, we watch young babies around the world in an adorable synchronized dance as they battle to stay awake in the morning after a disturbed night in a damp inferior diaper. It's a moment every mum and dad can recognize, when baby’s will is defeated by tiredness. United in their struggle, we follow the babies’ story, from initial tiredness, to yawning, to final surrender and sleep, followed by a rude reawakening by the climax of the music. This film finally tells us, for a better night of sleep and no more sleepy mornings, use Pampers.

Execution

Directing babies is particularly challenging. This film even more so. To make this film work we needed to create the opportunity for genuine sleepy moments to happen, you can't fake a sleepy baby. For 5 days the director sang lullabies, hummed, hypnotised, meditated and threw himself into the role to encourage these dozy babies to fall asleep. A totally different way of working, the polar opposite to our usual trying to get the room full of energy. The behind the scenes was hilarious, and the final result... we hope the same.

Credits

Name Company Position
Paul Copeland Saatchi & Saatchi Regional Executive Creative Director
Andrea Cid Saatchi & Saatchi Senoir Copywriter
Henning Winkelman Antenna Media Director / Editor
JooLee Chng Saatchi & Saatchi Senior Producer
JooLee Chng Saatchi & Saatchi Senior Producer
Nick Morrell Saatchi & Saatchi Regional Account Director
Richard Nicoll Saatchi & Saatchi Regional Account Director
Rita Wu Saatchi &Saatchi Shanghai Regional Business Director
Sherie Chua Saatchi & Saatchi business director
Cheryl Tay Saatchi & Saatchi Account Director
Jordan Winter Antenna Media (BKK) Executive Producer
Mia Läckgren Antenna Media (BKK) Producer
Adam Hussey Oriental Post (BKK) Editor
Lester Barnes Lester Barnes Composer
Christopher Salzgeber Antenna Media (Los Angeles) Producer LA
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