For too long baby brands have been depicting parenting as being something perfect, omitting the challenges that adults have as new moms and dads. According to a poll survey, two out of three parents say that the ads targeting them do not accurately reflect their personal experiences as parents. Moreover, 62% of parents say they have felt pressure to live up to the unrealistic expectations that peers and society usually illustrate.

Baby products company Babyganics wants to let all parents know that the brand is on their side. In a recent campaign developed with the help of the Red & Co. agency, the SC-Johnson-owned brand portrays itself as an ally of parents that takes real action to support the caregivers’ overall well-being.

“Here’s to Perfectly Imperfect Parenting” is the company’s idea of working on developing a nontoxic baby culture and help parents struggling with perfectionism, judgment, and parental pressures to not let themselves be discouraged by society’s false expectations. Seeing that the baby category and parents have different definitions of parenting, the brand raises awareness about this issue and apologizes to all moms and dads via a “Sorry” letter.

Complementing the letter is a humorous :60 and long-form sing-along ad, titled “Wheels,” that focuses on the challenges families go through daily. Unfolding on music inspired by the classic children’s song “The Wheels on the Bus,” the spot captures moms and dads coping with their kids: From comforting their crying babies to mommies trying to sleep and dads saying “I got this,” the brand describes the incredible work parents do. “‘Wheels’ brought to life what everyone was too tired to say — parents need love and understanding, too,” says Red & Co. Founder, Mira Kaddoura — mother of three herself.

“The exceptional quality of Red & Co.’s strategic thinking and creative work, as well as our shared values and commitment, makes for a perfect partnership. When we first started working together, I thought it was a match made in heaven, and now, after a year of working together, I believe it even more. The work is impressive, everyone is energized, and we are thrilled to see it out in the world,” explains Sara Mendez Bermudez, Global Chief Marketing Officer at SC Johnson Lifestyle Brands.

Besides helping support carers’ well-being, the brand also pledges to stand for real families and real-life parenting by depicting family moments as they are, without sugarcoating or pretending that things are easy. Babyganics’ products are yet another proof point of its commitment; with a range spanning from bath and body, diapering, outdoor, and home care options, the brand takes care of the kids so that parents can take care of themselves.

Credits:

Client: Babyganics – SC Johnson

Chief Marketing Officer: Sara Mendez

General Manager: Brian Steinbach

VP of Brands: Connie Chen

Global Creative Director: Bill Darling

Brand Director: Samantha Abrameto

Brand Creative: Jennifer Bhalla, Katrina Firenze

Consumer Insights: John Welk & Tammy Chung

Agency: Red & Co.

Executive Creative Director: Mira Kaddoura

Creative Director: Jess Vacek

Art Director: Zorica Radovic

Creative(s): Dan Kroeger, Pierre Janneau, Nick North, Remi Sade, Karin Hesselvik

Business Director: Clare Pickens

Account Director: Alexina Shaber & Mackenzie Devine

Producer: Felicia Glover

Planning Director: Lisa Prince & Daisy Plummer

Brand Strategist: Marina Tokar & Alex Janneau

Social and Comms Strategist: Jocelyn Reist, John Rowan, Brad Ziff

Operations & Project Management: Shari Eiesland & Andrew Seistrup

Design Director: Marco Murillo

Designer: Jordenn Bailey

Business Affairs: Jennifer DeCastro

Intern: Alicia Araujo

Film Production | Wheels

Production company: Red & Co.

Director(s): Mira Kaddoura & Jess Vacek

Director of Photography: Karina Silva

Line Producer: Gwyn Fletcher

Executive Producer: Felicia Glover

Editing Company: WORK Editorial

Editor: Anne Perri

Assistant Editor: Sidney Williams

Audio Post: Th3rd Sound

Sound Designer/Mixer: Lance Limbocker

Music: Lullatone/Shawn Seymour, Vince Frates

Music: Wheels on The Bus

Artist/Title: Verna Hills

Post Production: Flame

Colorist: Sofie Friis Borup

Producer: Alexandra Lubrano

Design & Animation Production | Nursery Rhimes

Production Company: Red & Co.

Animator: Hieronymous

Producer: Shari Eiesland & Andrew Seistrup

Creative: Mira Kaddoura, Jess Vacek, Zorica Radovic

Account: Clare Pickens, Alexina Shaber

Design Director: Marco Murillo

Design:  Jordenn Bailey