Johnson & Johnson's new corporate image work, from the Playa del Rey, Calif., office of TBWA\Chiat\Day, in some ways harkens back to its last major corporate push, the "Having a baby changes everything" campaign.
Both efforts eschew color for black and white and capture small, loving moments within families. But while "Having a baby" focused solely on babies and their parents, the new campaign, tagged "For all you love," branches out to include older children and grandparents. Still, the feel-good family glow remains.
J&J brands play a supporting role—for example, with a mother putting a Band-Aid on her son's knee in the initial TV ad. In the same spot, a bottle of Johnson's Baby Shampoo can be seen in the background of a scene of a dad holding his baby in a shower.
The music in the launch ad also is a departure from the last campaign. Instead of a few supporting notes of acoustic guitar, as Lowe used in the "Having a baby" ads, TBWA\C\D—in its first work for J&J—has inserted a child-sung version of the Guns & Roses song "Sweet Child o' Mine." It's not an obvious choice, but an effective one.
With the new effort, which also includes print and online ads and is backed by more than $20 million in media spending, J&J seeks to turn the page on several years of recalls, lawsuits and management turnover. CEO Alex Gorsky unveiled the launch ad at the company's annual shareholder meeting last week. Hours later, vp of global corporate affairs Michael Sneed signaled a desire to re-establish the company's core principals.
"The last several years, we have had business challenges, and it's important for people to understand that we're taking measurable strides to overcome those challenges," Sneed told Adweek. "We're also really intent on making sure that people understand the values of Johnson & Johnson and why we do things."
"It's not to say that we're perfect. We've never set ourselves up to be perfect," Sneed added. "But we want people to know that even when we make mistakes, we own up to those mistakes and that those mistakes don't change the character and the values that people have come to know about Johnson & Johnson."
Client: Johnson & Johnson
Campaign: "For All You Love"
Global Creative President: Rob Schwartz
Group Creative Directors: Becca Morton, Michael Yagi
Art Director: Carolina Labi
Copywriters: Michael Yagi, Gage Clegg
Group Account Director: Grace Kao
International Account Director: Brenda Castro
Management Supervisor: Andrew DeBenedictis
Account Executive: Kali Cushing
Assistant Account Executive: Alexina Shaber
Account Group Assistant: Erin Moore
Planning Director: Neil Barrie
Jr. Planner: Drew Phillips
Executive Producer (Broadcast): Elaine Hinton
Sr. Art Producer: Heather Michaels
Project Manager: Holly Prine, Jenni Warsaw
Print Producer: Kim Callahan
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Jill Durand
Talent Payment Manager: Vanessa Aniles
Director of Broadcast Traffic: Nadzyah Guillermo
Broadcast Traffic Coordinator: Caelayn Edwards
Production Company — Supply & Demand Integrated
Director: Jeffery Plansker
Executive Producer: Kira Carstensen
Line Producer: Julia Roberson
DP: Neil Shapiro
Production Designer: Carl Swanberg
South African Production Service: Can Can Films
Executive Producer: Di Britz
Editorial: Venice Beach Editorial
Executive Producer: Hunter Conner
Sr. Post Producer: Cristy Torres
Associate Post-Producer – Orlee Klempner
Sr. Editor: Dan Bootzin
Editor: Nick Gartner
Post EFX: The Moving Picture Company
Executive Producer: Asher Edward
Head of Production: Jenny Bright
Effects Artist: Mark Holden
Telecine: Company 3
Executive Producer: Rhubie Jovanov
Colorist: Stefan Sonnenfeld
Music: Sweet Child o' Mine – Guns N' Roses
Arranger: Rachel Santesso
Artist: Capital Children's Choir
Music Edit: Elias Music
Music Editor: Dave Gold
Producer: Kiki Martinez
Sound Studio: Play Studios
Mixer: John Bolen
Executive Producer: Lauren Cascio
Photographer: Tyler Gourley
Photographer's Producer: Steven Currie