Parenting Advice to Wipe Your Baby's Bum With

Take That, Smartyparents!

By Ann-Christine Diaz. Published on Aug 17, 2015

Editor's Pick

It's hard being a new parent. It's likely you don't know what the hell you're doing, and to make it even more overwhelming, you probably have a bunch of friends, parents, relatives and complete strangers jabbering on to you about the proper way to change a diapey. How do you make sense of it all?

You wipe your baby's bum with it, says a new campaign for baby bottle and goods brand Tommee Tippee, out of McCann Erickson. The "Parent On" effort includes this fun video that shows how the brand took parenting words of wisdom from books and magazines and transformed them into something truly useful: baby wipes.

Tommee Tippee actually worked with a paper-making facility to create a 250-box limited run of the wipes, to be distributed to influencers. The campaign also features a website with inspirational quotes, and no-pressure information encouraging moms and dads to "parent on."

"Parenting advice is everywhere," said McCann North American Chief Creative Officer Eric Silver in a statement. "It's hard to escape nowadays, but the truth is parents have always known what to do -- from the very beginning. There just weren't books about it."

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Aug 17, 2015
McCann New York
Tommee Tippee
North America Chief Creative Office:
Eric Silver
Global Creative Director:
John Mescall
Group Creative Director:
Jillian Goger
Creative Director:
Matt Swinburne
Creative Director:
Howard Finkelstein
Executive Producer:
Catherine Patterson
Integrated Producer:
Chandler Simms
Chief Production Officer:
Nathy Avriam
David Mashburn
Senior Print Producer:
April Gallo
Account Director:
Laura Decker
Assistant Account Executive:
Amy Becker
Senior Strategist:
Amanda Perring
Project Manager:
Megan Flannery
Production Company:
O Positive
Spencer Riviera
Executive Producer:
Ralph Laucella
Executive Producer:
Devon Clark
Line Producer:
Devon Clark
Director, Photography:
Marten Tedin
Production Designer:
Kevin Bird
Editorial Company:
Craft NY
Nathan Troester
Assistant Editor:
Nellie Phillips
Post Producer:
Anthony Ramirez
Audio Engineer:
Gerard McConville
Nathan Troester

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