This is Parethood

For years we’ve been lied to by adverts (imagine) that have pushed an aspirational version of raising children which no parent could ever hope to achieve. We simply wanted to show the truth. As parents we’re not heroes or saints; we’re tired, sometimes scared, frequently grumpy and usually spattered with food, but we’re trying our best. And that’s worth celebrating.

From our announcement post onwards, we honestly portrayed all aspects of real-life parenting.

We spoke to parents around the world to get their perspective on what life is really like.

Our TVC aimed to inspire self-belief in parents by featuring an honest depiction of babies’ skin. It’s soft, gorgeous and the most stroke-able substance in the known world, but it’s not unblemished or perfect.

The result was a multi-award winning campaign which resonated with parents around the world.