Johnson & Johnson is launching a new brand equity campaign “For All You Love,” aimed to tug at the heartstrings and highlight its focus on family values. The effort, developed by TBWAChiatDay, plays around the strong connections between mothers and fathers with their children and children-to-be, as well as with spouses and grandparents, throughout the life. The new U.S. campaign, which comes to be J&J’s first corporate image initiative since 2009, includes a TV spot shot in South Africa, a redesigned website as well as an extensive social-media push, which will live in the next phase of the promotion.
The centerpiece of the campaign is a commercial that has four formats (:60 and three :30 clips). It uses black-and-white palette, slow motion and a legendary rock ballad, Guns ’n’ Roses’ “Sweet Child of Mine” performed by children. The ad triumphs the tenderness and love that live between family members, who are the most important people for anyone. “For all the things in your life that make life worth living,» states the voiceover in the end of the ad.
The campaign has started digitally, with the commercial set to debut on TV on May 6 and and in printed press on May 10.
Recently, Johnson & Johnson has also launched a charitable effort, “Donate a Photo,” which invites the public to use a free mobile app by R/GA to contribute to a variety of causes by uploading imagery. The company encourages U.S. consumers to choose a cause theme and upload a photo for it—and Johnson & Johnson will donate $1 to the relative charity. The list of philanthropy projects include the efforts aimed at protecting children from sports injuries, helping newborns strive, restoring public parks and more. Each cause has a different financial goal, and participants should note that only the first photo they upload in any day triggers a donation, but it can raise awareness when shared on Facebook or Twitter and draw more people into the movement.
With the new campaign, Johnson & Johnson is following in the footsteps of Procter&Gamble that released promotion focused on mothers and their athlete kids for the last year’s Olympiс Games. The NYTimes notes that the promotion may come as Johnson & Johnson’s attempt to emotionally distance the company from a number of lawsuits faced by the company in the recent years and the negative press reaction to it.