The campaign, created by JWT Entertainment, will feature clips of stand-up comedy from ‘Father Ted’ star Ardal O’Hanlon, plus up-and-coming comics Kerry Godliman and Lucy Porter. The footage was filmed at a one-off event, entitled ‘Little bundle of laughs’, hosted by the Kimberly Clark-owned brand earlier this month.
Three minute-long clips will initially be hosted on the Huggies Club website, before being distributed on the brand’s Facebook and YouTube pages. Online banner ads, created by JWT, will also feature the material, while the brand is set to launch a ‘behind the scenes’ video as well.
Carrie Stanley, European marketing manager, brand communications for personal care at Kimberly-Clark, said: "The live show itself was a great success with very positive feedback from the audience.
"Our aim now is to seed the filmed content online and encourage mums-to-be and new parents to share it widely, establishing Huggies as a brand that really understands mum’s real world."
Dean Baker, head of JWT Entertainment, added: "We created the campaign based on the idea that people are concerned about parenthood and when they begin to talk about their experiences the laughter helps relieve the tension they might be feeling"
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