With the signature “From Father to Father”, the new Bepanthen® Baby brand campaign seeks to highlight the importance of the active participation of fathers in the development of their children. With a delicate and sensitive approach, the campaign portrays how different generations of fathers’ act in caring for their children and aims to reframe this connection through a simple and real exercise.

In the film, created by MullenLowe Brasil, fathers, now grandfathers, have the opportunity to reconnect with their son, through their grandchildren. The campaign features two families who express the difficulty faced by the father’s little involvement during childhood, because of his work routines. Through their grandchildren, the grandfathers will have the opportunity to take on basic baby care tasks, with a challenge proposed by their son. The brand’s goal is to show the value of these moments and endorse the importance of active fatherhood, creating a connection earned through care.

“In previous generations, it was more common for people to have the image of the father as a more distant and authoritarian figure, while mothers tended to be seen as the main caregivers, naturally more loving and attentive. As society evolves, this view has been deconstructed. And that is what we want to highlight in this campaign, that fathers can also be present and affectionate caregivers, and that simple moments in the childcare routine can be opportunities to strengthen family bonds, reframe the past and build new bonds for the future”, says Cristina Hegg, Marketing Director at Bayer Consumer Health in Brazil.

“Baby care is a form of connection. An experience that parents of previous generations may not have lived with as much intensity as those of today, as a result of how society was structured at that time. Our idea here was to give them a chance to experience this, and create this bond with the different generations,” says Kiko Borger, creative director at IPG Mediabrands – MullenLowe.