When football fans tune into early games on CBS this Sunday, they may notice that some very young players are using extra padding.
Pampers’ inspiring 60-second spots are all comforting or protected by the popular Procter & Gamble Diaper. And while football viewers may be used to watching commercials promoting beer, financial services and snacks on sports-filled Sundays, Pampers marketers believe there is room for another kind of message on the field.
In the past, Pampers has what Adam Riegle, Vice President of Brands for North American Baby Care Products at Procter, called a “sporadic” relationship with sports programming. But in the streaming era, he says in a recent interview, “I want to make sure that I’m coming and being invited when the family is coming together.” “And the NFL is one of those moments.”
The sport is turbocharged as more one-off TV viewers are used to monitoring the script when they choose. The game is one of the few programmes that still bring the wide range of concurrent viewers Madison Avenue wants, and as a result, more advertisers are trying to steal money from them, even if they haven’t done so in the past.
Some of the advertisers for NFL games that didn’t run commercials during last season were PayPal, VRBO and Scopely, according to data from ISPOT, a viewer and ad spending tracker. The NFL games on display at FOX, ABC, NBC and CBS have won around $676 million in national advertising dollars, the company said.
The Pumpers aren’t just trying to seek football fans on their new video pitch. Lowes, for example, taps Saquon Berkley, Justin Jefferson, Christian McCaffrey and Duck Prescott, appearing on DS, encouraging fans to finish their home project before football arrives on Sunday. Comcast invited actors Owen Wilson and Vince Vaughn, who teamed up on the 2005 comedy Wedding Crashers.
But Pampers may be one of many advertisers trying to navigate different types of arenas. Sports has pushed the industry’s latest “prepaid” market when US television companies try to sell a large portion of their commercial inventory for next season. Disney, for example, saw a surge in advertising commitments related to NFL games, NBA matches and various women’s sports. NBC was able to sell commercial stock related to next year’s Super Bowl LX month before kickoff.
Like these marketers, Procter & Gamble is interested in the numerous potential customers that will be seen over the opening weekend of the NFL season. Riegle says that among people, “there are many parents, both old and young.” They watch a baby scene in the hospital, sleep in a crib, play with their parents, and finally walk from the crawl. They recall 60 years of diaper on the market. The Pumpers are “behind every baby,” viewers say on the spot. It is created with a bespoke group from Publicis Group Agencies, including Saatchi & Saatchi, the ad agency that attracted attention for the recent Super Bowl TV broadcasts (another P&G product) crafts.
The campaign aims to remind caregivers that for decades, Pampers has been a diaper brand trusted by parents, hospitals and pediatricians.
There may be a greater reason to place a snatching ad in front of a wider crowd. Like many US companies, P&G is scrutinizing the impact of tariffs imposed by the Trump administration and whether to increase the cost of bringing the products needed for their products into the country. If P&G needs to pass the price to consumers, then a campaign that makes you feel good about the main products can’t hurt. In addition to Pampers, P&G also produces tide-like supermarket staples. Coat of arms and old spices.
Pampers ads aren’t just about hitting the TV. The 60-second spot has also appeared on social media, with families being invited to share photos of their newborns on Instagram and Tiktok via broadband outlets and having the opportunity to supply diapers for a year. Lauren and Cameron Hamilton will appear in the popular series “Love Is Blind,” providing social content related to Pampers’ efforts and participate in interviews on behalf of the company.
This new one-minute commercial will run over the next three weeks, says Riegle. However, the Pampers’ growing interest in the sport may last a long time. “It’s really important to make sure we’re talking about where our consumers are,” executives say. “I believe that live sports, a place like the NFL, continues to be a place where consumers are leaning.”
