That image crossed my mind when I ran across a new Huggies commercial this morning.

Although I found this particularly hilarious and absolutely adorable, others disagree. The ad has been the source of controversy and debate since its release on May 29th.

So what’s the issue with babies being a little chic?

The images are reminiscent of the modish adverts we typically see from designers like Calvin Klein or Levi — ones where voguish models go about their day-to-day, leaving onlookers frozen and awestruck at their impeccable style.

Some feel the ads are “creepy” and even “pedophilic” in nature. Many express concerns that the babies are being “sexualized”.

Viewers on the opposing side say “Hey, it’s not that serious.”, and praise Huggies for creating a new, fun, unique and fashionable means of keeping baby bottoms dry. “Jeans have always been a Mommy fashion must-have, but now it’s time for their little ones to steal the style,” said Stuart Schneider, senior brand director of Huggies.

The limited edition diaper will disappear from store shelves once the Summer is over, but that still gives the public plenty of time to debate the issue. What do YOU think? Is it Huggies that needs to clean it up? Or is it viewers who need to lighten up? We’ll let you be the judge ….

- Bryna Reid

Our I FLY MO campaign’s innovative use of photography, landed Big a mention in Photo District News. Big thanks to photographer Jason Wallis

Full article below:
Small Market Production, Big Market Inspiration: Jason Wallis

Major retailers and other national clients aren’t the only ones hiring photographers to shoot still and video for the same assignment. Local clients are, too, and Birmingham, Alabama photographer Jason Wallis was ready when he got the call to shoot a combination campaign for the Mobile Regional Airport.

The “IFLYMO” campaign was intended to encourage people in southern Alabama to use the Mobile airport instead of other regional airports. The strategy was to appeal to a sense of community by telling them their patronage would attract more low-fare carriers to Mobile and stimulate economic development in the region.

“We were going for something edgy, [not] something with a soft, dated small-market feel,” Wallis says. “The client was eager to try something out of the norm.”

Big Communications, a Birmingham agency that Wallis has worked with on various projects, conceived the campaign. They hired Wallis because he is one of few local photographers able to shoot video, too. He learned by observing what ad agencies and photographers in large markets were doing with HD-DSLRs.

“When someone did something cool, I could see it right away on the Internet,” he says. He may live in a small market, he adds, but “as an artist, I want to make something great and cool, too.”

He bought a Canon 5D Mark II and started shooting video for fun, eventually showing clients what he could do. He convinced Big Communications to take a chance on his video skills for the first time about two years ago. They realized that high- quality commercial production was within their grasp, and they were looking for photographers with the know-how to help them do it, explains creative director Ford Wiles.

“I don’t have go pay some crazy money to get an awesome end product,” in Nashville or beyond, he says. “And I’d rather work with people in the local economy who can deliver the goods.”

The Mobile Regional Airport is a hub for business travelers—an educated, upscale demographic. So Wiles’s concept was to build a campaign on testimonials from several business and community leaders. But he wanted spots that felt “very progressive. Not talking heads or typical slice-of-life business shots, but more like a TV program viewers would want to watch.”

Wallis adds, “We wanted something fast-paced, with quick cuts and pans that made it look really sophisticated. We didn’t want it too jumpy, like Saving Private Ryan or Bourne Identity, but we did want it to have a lot of energy.”

The shoot took a total of six days, and had two components: scripted testimonials at the subjects’ offices, and B-roll gathered in and around the airport. Wallis and Wiles spent a day scouting all the locations. Then with a crew of two assistants and a stylist, they visited the offices of each subject, and recorded them reciting their scripts in front of the camera. Each subject was backlit from the left (relative to the camera) with an Arri 650 Watt fresnel spotlight (tungsten), which Wallis bounced onto the subjects’ faces using a reflector positioned in front of them and to the right.

“We ran through that several times, then paused for a portrait of each person so the lighting would be the same,” Wallis says.

On previous jobs, he had switched from continuous video lighting to strobes for the stills, in order to shoot at a higher shutter speed for clean, sharp life-sized images. But Wallis decided he didn’t need to switch to strobes to get images sharp enough for the IFLYMO magazine print ads. “And I’m getting comfortable using continuous light” for the still images, he says.

The B-roll footage, meanwhile, was shot with mostly natural light, and was entirely unscripted. “It’s storytelling at its best. It’s like when you’re an artist, saying, ‘That’s a cool shot, let’s shoot that,’” Wiles recounts.

In fact, they began shooting B-roll while they were scouting the airport. That saved time and took advantage of opportunities they may not have had later. “That’s one of things I like about the camera we were using. It’s real run and gun. You can set it up and break it down easily, so you can try lots of things to get what you like,” Wiles says.

In all, they spent about three days shooting in and around the airport. The footage emphasizes motion, including moving camera sequences that give viewers a sense of a purposeful drive to the airport, and bustling passengers and employees inside it.

Wallis shot all of the images—stills, testimonials, and airport shots—with the 5D. Although he offers post-production services, Big Communications art director Brian Curtin did post for the four IFLYMO spots.

Curtin used panning techniques to match the camera movement, along with jump cuts, time remapping, “and ramping throughout for a more stylistic look,” Wiles explains. The color was also stylized using Magic Bullet Mojo from Red Giant Software.

The print ads are running in local business magazines, while the spots are appearing on cable and network TV in Mobile. From a production standpoint, though, they wouldn’t look out of place in a national rotation.

And in the PR world, we come close to tweeting, posting, liking, forwarding and embedding everything a client does. But as this video shows, sometimes simple is the best.

Many social media “gurus” have confessed that there are certain companies that should refrain from social media. There is also a rule of being too deep in social media. At some point, the listener will turn you off and tune you out. So in short- sometimes the best communication is to keep it simple…stupid.

-Jessica V.

Last fall I posted on the NFL’s ‘Crucial Catch’ campaign where they did a similar campaign. One area where the campaigns differ, is the MLB’s public relations effort recognizing ‘Honorary Bat Girls’. This PR initiative recognizes inspiring women acting as breast cancer survivors, advocates and supporters. The bat girls are voted on by an all star panel and winners ‘will take part in pregame activities, be honored during an on-field ceremony, and receive pink MLB merchandise and two tickets to her club’s Mother’s Day celebration game or another home game in May.’

As with the NFL’s campaign, the bats and other pink accessories can be sold to benefit the Susan G. Komen foundation. Can’t wait to see the boys pretty in pink this weekend.

- libby sexton.

Based on this statistic, Big designed a campaign for Verizon Wireless’ use called Know It Forward, a statewide campaign designed to build awareness about the issue of sexual assault among college-aged students. Know It Forward was a multi-tier effort that included TV, radio and online tools, all of which was developed to drive people to the Web site called www.knowitforward.com and the related Facebook page. All of this for the month of April, which was Sexual Assault Awareness Month.

College campus visits were also part of the initiative. Several college campuses got on board: the University of Alabama at Birmingham, The University of Alabama, Alabama State University and Auburn University.
Radio and TV certainly proved to be powerful elements for building awareness about this issue. Two live broadcasts at UAB and ASU by 95.7 Jamz proved to be the most attention-getting activities for the target demographic. The Buckwilde Morning Show plays to the college-age demographic and were able to provide four hours of talk about sexual assault.

During the broadcasts there were conversations about the issue in the terms that young people understand. Questions were asked in the bluntest fashion and experts were on hand to correct any misperceptions. The questions: What is sexual assault? What are the consequences of committing sexual assault? How are victims affected by sexual assault? Do you know someone who’s been sexually assaulted? Shockingly, most students new someone who has been assaulted!

Public relations supported the campaign as well. And after each appearance, primarily in Birmingham and Montgomery, visits to the Web site and Facebook pages spiked. This campaign proved to be the prime example of why traditional and social media are needed to ensure the delivery of messages.

In total, 1,000 people visited the Web site and “Like” the Facebook page. That was amazing! The intention is to continue this effort to bring awareness to other issues related to sexual assault, including domestic violence. The Big team is looking forward to implementing Know It Forward again to bring important social issues to the forefront.

- satina richardson

Ever since bringing my pup home from the Greater Birmingham Humane Society, I have found myself watching pet ads that I never paid attention to before. A whole new world of products and services has revealed itself to me. Most recently I fell for a brilliantly executed pet product push found on facebook.

The Mutt Census

There are multiple reasons as to why this product promotion is genius in my opinion.

1. It ties into something bigger than itself. I am not sure how many thousands or millions of dollars the government is spending advertising the U.S. Census, but I’m sure it’s more money than this campaign has spent. By riding on the coattails of an existing noisy campaign, this idea capitalizes on the brand equity that the US has already paid for.
2. It engages you first, and sells you second. The call to action was to register mutts across the country. You can even upload a pic of your pooch. Midway through the form, it asks what all breeds you think your mutt contains (also does a most popular breed by state breakdown – bama favors labs fyi). If you don’t know the answer, you are then redirected to the product – a DNA test called Insights that will provide you with the genealogical breakdown of your pup for under $100.
3. It can be found in many places. I stumbled on it via facebook, but apparently they also have a large twitter presence as well as youtube channel and traditional media. Plus after you register your mutt in the census, you receive follow up emails updating you on the census while quietly encouraging you to order Insights.

Big fan of this promotion. I have yet to order Insights, but when I have a few extra dollars, you bet this will be the DNA test I choose over their competitors.

-libby sexton

Over the fifteen years we were friends she was always there when I needed her for one of my schemes. Like the time she agreed to appear in a TV spot for the relaunch of the local Virginia Samford Theater or most recently when she appeared as a speaker for me at a benefit for the Guntersville Chamber of Commerce on Easter weekend a few years back. That was a special weekend that anyone who was there won’t soon, if ever, forget involving whiskey and Krystal hamburgers and a canoe that fell off the wall and on to Dixie’s head. Only in Alabama. My wife and I will never forget that Easter Sunday and going to a beautiful church service at The Advent. The place was packed, we were all dressed up and the only seats left in the place were on the front pew. That seemed appropriate since we after all were with Dixie Carter. Singing traditional Easter hymns with Dixie was about as memorable of an Easter as I will ever have since my Uncle “C” ate the ears off of my chocolate Easter bunny when I was 5.

The last time I saw Dixie was when she was in Birmingham last year for a Salvation Army fundraiser. She told me then that she was having some “female” issues and it made me a bit concerned. We talked a few times after that and then in October after our son, John IV was born I sent her an email with the good news. We never spoke again. I will say that she was one of the coolest and most real women that I have ever known and she made a big impact on me and my life. I am glad that she finally got to Heaven.

So long Dixie.

John Montgomery

Thanks to nominations from its customers, Taqueria Guzman is one of dozens of Birmingham area hotspots highlighted in the second installment of the IN guide, a promotion of the Greater Birmingham Convention & Visitors Bureau.

Jaime Guzman, whose brother Daniel owns the truck, was surprised Wednesday to find out the taqueria (the word simply means “taco shop”) made the guide.

“That’s great, man. All the credit goes to the cook, my sister-in-law, Anel Guzman,” he said. “She is the one that makes things go around here.”

The CVB this week released the first copies of the new guide to coincide with the arrival of thousands of race fans for the inaugural Indy Grand Prix of Alabama this weekend at Barber Motorsports Park near Leeds.

The CVB and Birmingham’s Big Communications, which helped develop the IN campaign, received thousands of nominations last year before whittling the list down to a couple hundred featured in the 118-page guide.

One customer at Taqueria Guzman, Todd Sims, said he has been a frequent visitor since discovering the Taco Truck a few months ago.

“It’s authentic and fresh,” Sims said while waiting on his order. “They have the best tacos in town for sure.”

Birmingham CVB spokeswoman Dilcy Hilley said helping visitors discover hidden gems like Taqueria Guzman is the aim of the IN guide.

“The beauty of the guide is that it features well-known favorites like Frank Stitt’s Bottega to coffee houses, attractions, stores and nightlife venues,” Hilley said. “One new feature we added to better serve our visitors is a listing of the best places to have brunch in the Birmingham area.”

The guide is available to visitors at the CVB office at 2200 Ninth Ave. North, and thousands have been mailed to folks planning visits to the region. The first guide, which debuted in 2008, proved so popular that a second printing of 10,000 copies was released later that year.

About 10,000 copies of the second edition are being made, said John Montgomery, president of Big Communications.

“This one is a great revolution of the first marketing campaign, and the new IN guide is bigger and better,” he said. “We timed its release with this weekend’s IndyCar series race as well as the Fed Cup coming to Birmingham later this month. It’s a great way for visitors to find out about the great things to see and do, and places to eat in Birmingham.”

Like the last guide, venues featured in the new guide will be given red IN stickers to place on their window or front door. Several new spots made the cut this year, while some that made the original list are no longer included.

Among new eateries in the guide are Max’s Delicatessen at 3431 Colonnade Parkway and Cafe De Paris at 2801 Seventh Ave. South. IN attractions include McWane Center, Oak Mountain State Park, Barber Motorsports Park, The Birmingham Zoo, Alabama Adventure and the Alabama Wine Trail.

Montgomery said the CVB is partnering with the Birmingham Business Alliance, which is using the IN guide to help recruit businesses.

“It’s a great way to show off the best and brightest of Birmingham,” he said.

Join in the conversation by commenting below or e-mail Williams at rwilliams@bhamnews.com.

Wonder what would happen if we played something like this in America? Would it convince you?

And in case you missed the warning, this video is graphic in nature.

-Jessica V.

The American Cancer Society launched their new ‘The Official Sponsor of Birthdays’ campaign this time last year. It is one of the smartest tag lines I’ve heard in years. The grace in this tag is that it delivers their mission in a succinct identifiable way. Their main goal is to help save lives and help people live longer. And have more birthdays. Period. Through cancer research, treatments, awareness, prevention – they work towards that one goal. Helping people have more birthdays. It’s a brilliant way to express their message.

In addition to my new favorite tag line, the campaign is fully integrated with online efforts spanning evites, facebook, twitter, youtube, e-cards, blog. But here is when the ACS got my attention lately. They have started sponsoring the birthday mentions on morning shows. While the social media stuff is great and all (clearly I’m a fan of that medium) this news tie in is the best part of the campaign. It is old school but it makes sense.

This birthday mention is brought to you by ACS – the official sponsor of birthdays.

Is there a better place for the message? It’s funny, inspiring and thought provoking at the same time. And what I find refreshing about it makes sense. It is on strategy and on point. It’s not a company getting on facebook for the sake of being on facebook. It’s an agency thinking – where does this make the most sense, and coming up with a solid placement.

Anyway, kudos to American Cancer Society and The Martin Agency.

- libby sexton