Messin’ with Archetypes

This could well be the funniest ad I have ever seen; and the tagline is one for the ages.

When I saw the new Huggies Jeans in the store recently, I had an immediate positive reaction–this product will be a hit. When I saw the ad for it, I was even more convinced. Go to http://www.youtube.com/watch?v=sQ0M9CBEkw0&feature=youtube_gdata to watch the ad (you won’t regret it.)

This new work from JWT New York is hilarious and will also be effective at selling more Huggies. JWT, please give the copywriter Richie Glickman a raise. Every line in this ad is priceless.

The success of this line will demonstrate once again that all purchase decisions involve emotion and that even functional, low-involvement products can differentiate themselves on aesthetic and emotional benefits. Don’t get me wrong, the diapers still need to perform, but what mom can resist the added coolness of the jeans?

Archetypically, I have always thought of Huggies as the “caregiver.” In this ad for they poke fun at their heritage and use the “lover” story to introduce the new product. The jeans product innovation gives them permission to do this and it works. The Huggies Jeans are supposed to be only available through the summer, but I predict they will permanently become one of Kimberly-Clark’s most successful lines.