CBeebies Parenting Launch Campaign
Campaign identity
Advertising
The Challenge
Create a campaign to launch CBeebies Parenting, a one-stop shop for trusted professional parenting advice and top tips from the BBC’s panel of parenting experts.
The Insight
New parents are unquestionably some of the most “advised” people on earth, whether they like it or not.
Now not all unsolicited advice is bad, and it’s almost always well meaning - but with tips and advice coming at you from every angle it can be overwhelming trying to find the right advice, right when you need it.
The Idea
We needed to show parents that we get it. That when it comes to advice-overwhelm, the BBC knows exactly what you’re going through, and has the answer.
We took an all-too-familiar scene from parenthood, thousands of messages pouring in from the parenting group chat, and turned the volume up to 11.
Our Approach
Relatability was our goal in crafting this piece, from our guiding insight to the meticulously crafted home environment we built, sofa crumbs and all.
The star of our narrative? A parent’s phone, the portal for all the unsolicited advice and overwhelm, but now with Cbeebies Parenting, also the solution.
The Craft
The scene needed to feel human and lived-in, so we layered it with details from grubby fingerprints on the screen to crumbs on the sofa. These subtle details built our parenting world.
While this ad isn’t aimed at typical CBeebies viewers, brand recognition is still key, so the CBeebies mascots were subtly added to the scene as children’s toys.
Ping, Ping, Ping
We needed to grab attention early, and what better way to turn a head than with the familiar ping of an incoming message? This physical response to the sound design of our TV spot helped cement the feeling of relief that comes with seeing all those pesky messages get knocked away by CBeebies Parenting.
