October 18, 2021


by: admin


Tags: Anthem, Babyganics, Dispels, Myth, Parenting, Perfect


Categories: Special Needs Parenting

Babyganics Anthem Dispels the Fable of Excellent Parenting

“New mommies go on the bus, Shh, shh, shh!
Shhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh Shhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh
New mommies go on the bus, Shh, shh, shh!
Mama has to sleep. “

“We thought it would be a great way to make parents feel like they were being seen and heard and to invite them for a chat,” said Mira Kaddoura, founder and executive creative director of Red, to Muse.

“New daddies go on the bus, I have that
I can do it. I can do it.
New daddies on the bus, I’ve got this.
-Oh no, I haven’t! “

To create the campaign, the team interviewed parents from all walks of life – with immigrant, adoptive, trans, same-sex, BIPOC, disabled, and single parent families featured in the film.

“We’re always trying to push the industry forward to be more inclusive and flexible both in front of and behind the camera,” says Kaddoura. “If the ads look like the world you are experiencing, that’s progress.”

She continues, “None of that was found footage. We knew the different scenarios we wanted to capture and then set the stage for them based on the real life and domestic situation of the families. From that point on, it was all about patience and knowing how to work with babies and toddlers. “

The approach feels particularly fitting as many families “enjoy” more togetherness than ever because of the pandemic, and this knowledge shaped the campaign. Even so, Kaddoura believes that his universal message transcends current events.

“Covid times or not, we knew this work would resonate with all types of parents,” she says. “However, Covid has shown everyone the reality of parenting as so many parents work at home with children or there are work jobs.”

What is the bottom line of the brand that sells shampoos, car seats, bedding, decorations, and other things for the little ones?

“For the past 50 years, the baby industry has only focused on the dream of perfect parenting,” says Kaddoura. “But in a year where so many parents were left to their own devices, the Babyganics brand sheds light on parenting pressures and gives us all permission to be good enough.”

For another kid-centric remake of “The Wheels on the Bus,” check out this powerful track from the Girl Guides of Canada.

Red also penned this “sorry” letter from Babyganics, addressing the unrealistic expectations and pressures parents face every day:


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