Brawny taps Spectacles-wearing toddlers for Mother's Day campaign

Dive Brief:

Paper towel brand Brawny's parent company Georgia-Pacific teamed up with ad agency Cutwater for a Mother’s Day brand campaign that put Snap Spectacles on toddlers to depict their point of view as they go about their daily activities and used the footage for a 60-second video that is available on YouTube, per campaign news made available to Marketing Dive.
The effort, called “Once a Mother, Always a Giant,” chose four real mothers and their children out of more than 40 applicants and was produced and directed by Karen X.
According to Brawny, this effort is the first time a brand used Spectacles to shoot a full-length spot from the perspective of children.

Dive Insight:

Snap, parent company of Snapchat, released Spectacles, its first hardware device, last September and since that time marketers have been looking for ways to integrate its unique viewpoint into campaigns. Brawny’s use of Spectacles is a bit different because its campaign used the device as the camera for its spot where the notable previous efforts were more around sharing and providing an insider’s view into an event or a company.

The goal of incorporating footage from Spectacles into marketing is providing an air of authenticity, something consumers are looking for ads these days. For example, since the glasses have no playback function, the team behind the Brawny ad focused on capturing as many organic moments as possible.

Other campaigns using Spectacles includes official makeup sponsor of the Golden Globes, L’Oréal Paris, putting the camera-equipped glasses on celebrity makeup artist Sir John and two other L’Oréal Paris brand ambassadors to provide followers with a behind-the-scenes look at the awards show red carpet. In February Toyota took a similar approach by having 100 media and lifestyle influencers wearing the device in the front row at its London C-HR event.

Additionally, Hyatt launched a new global platform called “World of Hyatt” with an integrated campaign that included having its employees wear Spectacles in order to share their work day perspective both internally and with the public via social media and other channels.