The parenting antics of social media’s favorite celebrity couple, John Legend and Chrissy Teigen, are the kind of wholesome fare any brand would love to be affiliated with. And Pampers, which released an ad last year featuring Legend singing to his daughter, Luna, while changing her diaper, is making the most of its partnership with the family by rolling out an even bigger ad for 2019, celebrating the pride that dads like Legend take in fatherhood.
In “Stinky Booty Duty 2.0,” Legend is changing his son Miles and, while getting some emotional support from Luna, decides to call in some backup. Thus begins a charming a cappella number featuring a crowd of Baby Bjorn-ed fathers and Adam Levine, Maroon 5 frontman and Super Bowl halftime performer. (While this wasn’t a Super Bowl ad and is only running online, the branded video’s launch Sunday was timed to correspond with buzz around Levine’s performance.)
The spot was created for the P&G brand by PR firm MSL New York and Friends at Workshop, the creative division of influencer firm Friends at Work. It built on the success of Legend’s 2018 ad and the positive response Pampers received from its positive portrayal of hands-on dads.
And of course this time there’s even more star power thanks to Levine and a nice closing moment courtesy of Teigen.
“This special song between John and his daughter Luna struck such a chord with dads and moms when we released the first ‘Stinky Booty Duty’ video,” said Andre Schulten, P&G’s North American vp and general manager of baby care, in a statement launching the ad. “We’re proud to continue partnering with John, now a second-time dad, who truly enjoys fatherhood and has embraced every change that comes with it. We couldn’t think of a more fitting way to celebrate hands-on dads like John than by welcoming another fantastic dad, Adam Levine, into the Pampers family.”
Here’s a look back at the original:
Sure, the spot is saccharine and may spark eyerolls from those outside the target demo, but modern fathers are likely to respond well to these kinds of positive portrayals in advertising after decades of “helpless dads” or “bless-their-hearts-at-least-they’re-trying dads” often being the butt of ad jokes. This time, the butt is just a butt, and the dads are keeping it clean.