News

Huggies uses Mickey and Minnie Mouse to launch new product range in Disney tie-up

Disney has teamed up with Kimberley-Clark brand Huggies in a campaign to launch a new type of Nappy-Pants.

Created by Ogilvy Sydney, a 30 second TV ad called ‘keeping little groovers moving’ demonstrates the flexible-style nappies aimed at ‘active’ babies.

The commercial features Disney’s Mickey and Minnie Mouse, who were chosen following a social media survey which asked who would be best to feature on Nappy Pants.

Irene Anast, marketing sector leader of the Baby and Child Care Division at Kimberly-Clark, said the pair were ideal to promote the product.

“Being such well-known active characters, it seemed the perfect fit to feature Mickey and Minnie on the product and in the commercial,” she said.

Ogilvy Sydney group account director Sarah Goaley said the advert was created in collaboration with Disney’s animation team.

“It was a pleasure to….witness their creative process to bring the iconic Mickey and Minnie to life around our little groover. We are delighted with the final spot,” she said.

Huggies Nappy Pants will also launch an online competition to coincide with the TVC, encouraging mums to record their ‘little groover’ and use the hashtag ‘#nappypantsdance’. All participants will enter the draw to win a $5,000 Disney party pack.

The spot will appear on shows such as Masterchef, Reno Rumble and Love Child, and will be supported by digital communications on Huggies Facebook, Instagram, Youtube and websites.

Credits:

Russell Smyth, Creative Group Head, Ogilvy and Mather

Carolyn Diamond, Senior Copywriter, Ogilvy and Mather

Bettina Clark and Kate Shearer, Art Directors, Ogilvy and Mather

Alison Chambers, Senior Producer, Ogilvy and Mather

Sue Hind, Senior TV Producer, Ogilvy and Mather

Renee Nadin, Junior TV Producer, Ogilvy and Mather

Scott Chalcraft, Business Director, Ogilvy and Mather

Sarah Goaley, Group Account Director, Ogilvy and Mather

Jacinda Tree, Senior Account Manager, Ogilvy

Josh Fardell, Account Executive, Ogilvy and Mather

Nick Robertson, Director, ONE20

Josh Jenkins, Supervising Producer, ONE20

Disney Animation: Walt Disney Animation Studio

Post: Method Studios

Sound: Rafael May

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