Baby You're the One

February 2013

This campaign featured smooth talking young men on bus shelters around Milwaukee, all professing their love and devotion to their girlfriends, at least until a baby comes into the mix. The copy, placed over the faces of handsome young men, quickly morphs from telling teen girls, “they’re so fine,” or “they’re the one,” to explaining that they’re the ones who’ll be buying diapers and getting up in the middle of the night with the baby. The campaign also features a radio spot of a smooth talking, Barry White sounding man, who cajoles women with his sweet talk until it comes time to take care of a baby.

Radio Spot

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