Goodnites launches AI-powered radio campaign to destigmatise bedwetting

The new campaign from Kimberly-Clark brand Goodnites – via Eardrum and FCB Aotearoa – uses mature-sounding kids’ voices to remind parents that bedwetting is just a phase.

The announcement:

Goodnites (a Kimberly Clark brand), the leading nighttime underwear for kids aged 4–12, has launched a new radio campaign via FCB Aotearoa and audio specialist Eardrum, aiming to destigmatise bedwetting and reassure parents that some kids just need more time.

To break an age-old stereotype, the campaign gets the most developed, intelligent, and sophisticated children you could imagine, to teach parents a valuable lesson. The twist? These ‘grown-up’ voices are AI amalgams of real children and adult actors, crafted to challenge expectations and underscore the core message: bedwetting isn’t a problem—it’s a phase.

“Capturing a performance beyond the child’s years was integral to the idea,” says Ralph van Dijk, Founding Creative Director of Eardrum. “So, we recorded young actors to provide the authentic vocal qualities and then worked with a range of adult comedians to get the guide for each nuanced comedic performance. AI technology was then used to blend the two. Too often AI detracts from the craft. But this is the perfect example of how using it in service of the idea can truly elevate it.”

Commenting on the work, Patricia Corsi, Chief Growth Officer at Kimberly Clark said: “The world judges people for the ages at which they do things, and parents judge children for the ages at which they wet the bed. I love how this campaign uses this universal truth and takes an adult approach to tackle what many think is a child’s problem. Bedwetting happens, but embarrassment doesn’t have to.”

Gaetano Perry and Tim Thach, the creative team behind the work, commented: “You might be thinking… A campaign of 90 second radio ads? What is this… the 90s? But judging how long something takes is what this campaign is all about. We’re very proud of the work, and the work we hope it will do in putting an end to something that’s been a long time coming: the stigma of bedwetting.”

Credits:

Client: Kimberly-Clark
Agency: FCB Aotearoa

Chief Creative Officer: Leisa Wall
Copywriter: Gaetano Perry
Art Director: Tim Thach

Production Company: Eardrum
Director: Ralph van Dijk
Senior Producer: Tess Waldron
Producer: Emily Burns
Head of Casting: Kate Wylie

Recording studio: MassiveMusic
Sound design Eardrum
Sound Engineer Myles Lowe, Madelyn Tait & Paul Taylor
Soundtrack: c/o Audio Network

Media Agency: Publicis Media Chicago

Source: Eardrum

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