Who: Quebec parenting resource Naître et grandir, with Cossette for strategy and creative; Nova Film for production (directed by Pierre Dalpé); Circonflex for sound; Cossette Media for media.
What: “Parents Gonflables” (which loosely translates as “Competitive Parenting”) a new campaign that humorously highlights the absurdities of the so-called “competitive parenting” phenomenon, while positioning Naître et grandir as the “go-to reference” for information on the challenges of parenting.
When & Where: The campaign consists of a 30-second spot running across TV and online.
Why: There is more pressure than ever on today’s parents, who face scrutiny as to who has the best approach to education, to who can make the most balanced meals and even who are the most eco-friendly, said Naître et grandir’s marketing and campaign manager, Laëtitia Parriaux.
“This subtle and insidious competition—exacerbated by social media and a society focused on achievement—feeds into parental guilt and poses a risk to their mental health,” said Parriaux. “We wanted to ease the pressure felt by parents, who are often faced with unrealistic expectations. The fact that other parents have styles, values and beliefs that differ from our own doesn’t mean they’re less competent.”
How: The video shows a group of parents all humorously trying to one-up each other when it comes to the childcare, outlining their approach to hot-button parenting issues like breastfeeding, eating habits, screen time, positive parenting, and bedtime routines.
It culminates with a women boasting of her ability to instantly put her young child to sleep with a snap of her fingers. As the other parents express their shock (admiration?) at the young mom’s super-talent, the super “Parenting isn’t a competition” appears on screen, followed by the Naître et grandir logo and the message “Find your style without feeling the pressure.”
And we quote: “Having a strong insight anchored in today’s reality was essential to ensuring the concept resonated with parents. The overstated one-upmanship drives the message home without singling out a particular type of parent—so all parents recognize themselves and their loved ones.” — Richard Rochette-Villeneuve, creative director, Cossette