Pampers x Sam's Club
Shit happens.
The Ask: Pampers wanted to drive bulk diaper purchases at Sam’s Club with radio spots by positioning themselves as the smart, stress-saving choice for prepared parents. They wanted to reinforce value (bulk savings, curbside pickup) while making the benefit feel culturally relatable and not transactional.
The Insight: A baby’s blowout isn’t just a parent problem—it’s a public event. But when parents are stocked with Pampers, accidents are handled quietly, quickly, and cleanly. Raising children takes a village, so when parents are prepared, everybody wins.
Saatchi & Saatchi X
Waiter's POV (15 sec)
Background SFX: chatter, light Italian music, glasses and silverware clinking, baby giggling
As a waiter, I'm a big fan of tips. So here's one for parents: buy your baby's diapers in bulk from Sam's Club to avoid a surprise special from stinking up your table.
Everyone wins with Pampers at Sam's Club.
Airplane Passenger's POV (15 sec)
Background SFX: airplane cabin noises, baby giggling
I used to dread sitting near babies on planes. Then I learned that parents can save big by buying Pampers diapers in bulk from Sam’s Club. Now parents are stocked, babies stay dry, and I can eat my peanuts in peace.
*airplane cabin ding*
Everyone wins with Pampers at Sam's Club.
Lifeguard's POV (30 sec)
Background SFX: water splashing, kids laughing/talking, lifeguard whistle blowing
Being a lifeguard at the kiddie pool is great…most of the time.
*kids in pool saying "ewww!"*
Look, I get it—accidents happen. And when they do, it's easy to tell which parents came prepared—the ones that stocked up on Pampers swim diapers in bulk from Sam’s Club. I hear they even have curbside pickup.
Anyway, I should go, cause, you know, duty calls.
*lifeguard laughs out loud at their own bad joke*
I really wish it didn't.
Everyone wins with Pampers at Sam’s Club.
Babysitter's POV (30 sec)
Background SFX: kids screaming, dog barking, toys clattering
Okay, one kid's painting the dog, the other is trying to microwave crayons, and the baby...
*baby giggles*
...needs his diaper changed.
Good thing the parents are stocked up on Pampers diapers and wipes from Sam’s Club. With bulk savings and quick curbside pickup, they have more time and money to spend on date nights… huh, no wonder they need me to babysit every weekend.
Everyone wins with Pampers at Sam’s Club.