A new Huggies commercial, which explains the struggles of parenting by using the metaphor of an amusement park, is oddly relaxing. Young people arrive at an amusement park ran by happy babies, all wearing Huggies diapers. The parents, unknowing and afraid, are comforted by the babies, who seem unafraid.
At one point, a mom and her baby are at the top of a steep drop on a rollercoaster, the baby puts his hand over his mother's, as though he's reassuring her. The "kissing booth," a staple of many parks, is filled with a mother kissing her new baby. A young couple plays a game called "Feed the Baby" where they throw bottles into a cutout baby's mouth, mimicking a bean toss game at a carnival.
No dialogue is used in the ad, instead a soft melody plays, adding to the relaxing and calm tone of the commercial. The commercial is called "Enjoy the Ride." The parents eventually lose their fears by the end of the commercial and it closes with a young family entering the tunnel of love together. The message is encouraging parents to enjoy the ride of parenthood, with Huggies.
This ad used the metaphor to calmly and cleverly demonstrate the obstacles a young or new parent faces with a baby. It is a soft-hearted emotional approach to new parent's, a large part of their target audience. I think they effectively used music and imagery to get across a reassuring and heartwarming message, which appeals to moms.
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