The Power of Humor and Empathy in Pampers' Successful Cinema Ad Campaign
Pampers' cinema ad, known as the 'Poonami' campaign, has been recognized as November's most effective cinema ad, as per Kantar's The Works study The ad successfully combines humor and music to engage and resonate with the audience
Cinema audiences are typically highly engaged given the nature of the medium, but that double-edged sword means brands need to be especially creative to stand out.
The latest edition of The Works, which measures ad effectiveness across various mediums, revealed that Pampers stood out in November for its cinema ads. The study, conducted in collaboration with Our Website and the Advertising Association’s Trust Working Group, gathered feedback from 750 consumers on the top cinema ads during the period.
The Pampers "Poonami" campaign uses humor to address the taboo of nappy-changing and emphasizes the importance of reliable baby products for parents. Building on the 2015 "Poo face" campaign, the Poonami cinema ad depicts a common situation where nappies don't live up to expectations, resonating with many parents. According to Lynne Deason, head of creative excellence for the UK at Kantar, the ad's ability to make people laugh and create a strong connection with viewers makes it impactful and memorable.
Humour and music
The Kantar study reveals that Poonami ranks in the top 2% of all UK ads for humor and the top 2% for enjoyment. Additionally, 43% of viewers reported enjoying the ad 'a lot', which is more than double the average enjoyment for ads in the UK (19%).
The ad for Pampers effectively translates humor into a positive perception of the brand. Survey respondents noted that the message conveyed was that Pampers’ products were more dependable than those of its competitors. In terms of branding, the ad ranks in the top 37% of UK ads, supported by brand cues and a strong alignment with existing perceptions. Additionally, respondents found the information about the brand to be highly credible, relevant, and new.
The ad's strong persuasion score has led to it ranking in the top 14% of all UK ads, effectively encouraging and priming consumers to choose the brand in the short term. Deason describes Poonami as an incredibly effective cinema ad, showcasing superior product performance in a way that connects emotively, memorably, and credibly with the audience.
Fueled by a simple yet impactful truth that is conveyed through humorous, engaging, and unique storytelling in a way that is easily comprehensible. Deason emphasizes the significance of the music used in the advertisement, pointing out that the use of typical Western showdown music immediately evokes the idea of a standoff, aligning with the ad's concept.
She adds that the music influences how the close-up shots of the changing facial expressions are perceived. Poonami demonstrates that a well-chosen, non-famous track can still enhance the enjoyment and contribute significantly to the effectiveness of advertising.
