Huggies refreshes ‘Hugs’ brand campaign

Kimberly-Clark has launched the latest installment of its brand advertising for Huggies, focusing on the emotional journey of being a parent.

The “Hugs” brand ad, created by Ogilvy Sydney, first launched three and a half years ago.

The ad features the song “It Must Be Love”, adapted from the song written and originally recorded in 1971 by Labi Siffre and was then famously re-recorded by Madness.

Kimberly-Clark said it has built on the original ads to develop a “more playful, but still very emotional” creative.

The current campaign is running in conjunction with other advertising which focuses more on product improvements and new products launches for the nappy brand.


  • Client: Kimberly-Clark
  • Ad agency – Ogilvy Sydney
  • Production company – Robbers Dog, New Zealand
  • Director – Tracey Rowe
  • Media buying agency – Mindshare


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