Ogilvy provides more hugs for Huggies

Hugs.jpgKimberly-Clark has launched the latest installment of its brand advertising for Huggies, focusing on the emotional journey of being a parent. The 'Hugs' brand commercial, created by Ogilvy Sydney, first launched three and a half years ago. The ad features a new version of the song "It Must Be Love" by Sydney composer Bruce Heald of Noise.

• Client: Kimberly-Clark
• Agency - Ogilvy Sydney
• Creatives - Paul Dunne & Ant Larcombe
• Music - Bruce Heald, Noise
• Director - Tracey Rowe, Robbers Dog, NZ

17 Comments

Anonymous said:

i thought the MILFS boob was out in the last one.

but it was the babies arm.

Anonymous said:

I really love this ad.
No calm down, I honestly love this ad.
Because as long as there are people making this shit and beleiving it's good enough to put on this blog then I know Ive got a job for life.
I love it

Anonymous said:

nice babies hope they did'nt get plushed.

Anonymous said:

That Baby love number threes ad shits all over it.

Anonymous said:

Why PR it here??

Anonymous said:

I really love this ad.
No calm down, I honestly love this ad.
I love it

Anonymous said:

It's a bit like the Qantas brand ad's. Why do they make new ones? Wouldn't it be easier to roll the talent over in their old spots and add some supers with the new track.

Honestly what's the difference between this ad and any of the others they have run over the years. I'm glad that someone is making a living (prod hse and music hse) but this is a toilet break . . .

Paul and Ant are capable of much better stuff. The brief must have said produce a toilet break . . .

Jon said:

I agree with 7;50 pm. Ant and Paul are capable of better. They took the money and ran from M&C to SOM as it was. It's a faustian contract. As for this ad... well we were writing better than this years ago.

Anonymous said:

Better like the Optus animals?

Anonymous said:

This is crap - not emotionlly engaging at all and I'm a Mum! How can SOM get this stuff so wrong - it's a no brainer.

Anonymous said:


Why pr this dribble here. Are you guys for real? Careful not to start believing internal hype. The rest of the industry smells crap.

Anonymous said:

No problem in doing this work...but think hard before you PR it! Now everyone knows you are doing this crap and now everyone thinks you think it is cool! Lights out.

Anonymous said:

From time to time we all produce howlers like this one. But as a creative I always say to the agency PR people to keep my name off it and don't send it to CB. That's the place to send the work that I think is good. Paul and Ant need to learn that lesson.

Anonymous said:

4.42:
I thought the same as you - in the last shot it looks like the hot mum has got her boob out. It almost makes the ad worth watching.

The boys from Ogilvy will be heading back into the edit suite if Kimberly Clarke reads this blog.

Mark Tutssel said:

Grand Prix for film


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A mother said:

Why are the two year olds in the commercial, still wearing nappies?
Just asking.

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