‘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