Cold Open Approach to a Heartwarming Commercial

Consumers have become used to “skipping ads” when viewing programs on DVR or enjoying videos online. Our approach was to create ads with a “cold open” — immediately engaging the viewer without letting them know these were commercials. The ads were expertly targeted to women we knew were looking for a unique, personalized birthing experience, so the content was immediately relevant.

The campaign also included print ads, billboards and landing pages that spoke to those pondering pregnancy.