‘Push It’ real good – Pampers brings hip hop into the maternity ward

Matching Salt n Pepa’s 80s hit “Push It” with childbirth isn’t much of a stretch, strategy-wise, but this new Pampers spot from Saatchi & Saatchi London is done with style and gusto.

Set in a maternity ward, it captures the highs of natural birth (with a hint of gas and air) and adds another entertaining execution to the #ThankYouMidwife campaign.

Marc Pritchard regularly cites Pampers as one of P&G’s most successful global campaigns, and the account plays a crucial role in keeping Publicis Groupe’s relationship with the world’s biggest marketer on track.

MAA creative scale: 8

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.
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