Tommee Tippee - "Boob Life" / Boobs, Bottles, Pumps - (2021) :70 (UK)

Tommee Tippee go all in with this ad to celebrate all things breast, baby and breastfeeding related. There are women nursing, there are women pumping, there are fruits being squeezed, there are women with double hysterectomies hiding their chests, and it's all edited to upbeat music. While being just as graphic as the "Stream of Lactation" ad from Frida Mom, with nipples and extracting milk in full view, it strikes a decidedly different tone. This ad is the visual and musical "you got this" version of motherhood, while Frida Mom recognized that at times it's all quite overwhelming. This ad celebrates the magical milk creating bodies, and is sort of a cheerleading pep for the viewer reminiscent of "this girl can".

 

In the end, both brands sell the same types of products, and this ad talks specifically about the "Made for Me" range, their breast pads available in different shapes, sizes and absorbencies, and a Double Electric Breast Pump. Research done told the brand that first-time mothers felt unprepared about the realities of breastfeeding, so the brand has also created a six-part digital content series called "Spill the Milk," which aims to demystify elements of feeding, from "the latch" to "milk supply" and the always present "dealing with judgment." 

My only question is, what took your brands so long to up your ad content to this level? I can assure you my generation were just as bewildered about nursing for the first time as this one is. But all I got was generic brand white cream, some horrid knitted bra-pads, and a useless hand-operated pump from the pharmacy. Oh, and I lived in a rolled-up newspaper at the bottom of a lake and walked uphill to school. ;) 

 

This ad will also air in Australia and the USA. 

Client: Tommee Tippee

Director: Fiona Jane Burgess

Ad agency : Manifest

Creative Director : Chomoi Picho-Owiny

Campaign Director : Emma Corbett

Account Director: Emily Huyton

Manager : Liana Maher

Producer : Rhiannon Lewis

Production Manager : Lindsay Cowan Junior

Producer : Emily O’Brien

Casting Director : Lee Mountjoy

Production Runner : Abbi Simpson

1st AD : Sarah Jones DOP : Olan Collardy

Focus Puller : Kim Vinegrad

Grip : Mark Jones

2nd AC/DIT : Owen Cant

Gaffer : Chris Sarginson

Spark : Jenni Suitiala

Spark : Charlotte Stevens

Art Director : Hannah Wilson

Standby Art Director : Harry Mills

Sound : Rebecca Morgan

MUA : Lou Mccann

Makeup Assistant : Natalie Mckay 

Music: Sentric Music

Song QUEEN (Chant Instrumental) by I.AM.EM