Title | SLEEPY MORNINGS |
Brand | P&G |
Product / Service | PAMPERS PANTS |
Category | A01. Direction |
Entrant | SAATCHI & 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 |
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 |
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.
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.