April 28, 2013~
Never underestimate the value of love. Even when it involves a corporation.
Johnson & Johnson has revealed its new campaign – For All You Love. The campaign features black and white video with sweet sleeping babies and a mother kissing goodnight in an effort to humanize the corporation.
Love, “It’s the most powerful thing on the planet,” says a woman’s voice. A baby bath, grandpa playing piano – images of love created by TBWA/Chiat/Day, the first time the agency has worked with J&J, reports the New York Times.
Reportedly J&J products such as baby powder and shampoo were at the ad agency table and it evoked a very emotional response from those present. The president of the company told the Times, “This is a very emotional brand, so we’ve got to deliver a very emotional idea.”
The agency hopes love and emotion will equal trust.
Apparently the ad agency went back to the year 1943 and a company statement that reminded them of an earlier time when consumers, communities and stockholders mattered. The head of the agency called it “one of the best corporate documents ever.”
Never mind that the company has had a few problems over the last several years – the company’s DePuy recall of 93,000 metal hips; a recent $8.3 million lawsuit filed by one man while more than 10,000 lawsuits wait to be heard; recalls of Motrin and Children’s liquid Tylenol and Benadryl; a recent $11.1 million loss to a transvaginal mesh-injured woman in New Jersey, and thousands more mesh cases yet to be heard.
Expect to see the $20 to $30 million dollar campaign appear on the major networks during shows like “Modern Family and “The Voice.”