Weber Shandwick Greeted New Year’s Babies for Fisher-Price

Because 2014 was all about “content” — making it and making it work — Weber Shandwick made sure that 2015 got off to its “best possible start” by producing some for client Fisher-Price.

In this case, said material was a real-life advertisement that went a few hundred steps beyond your standard 30-second TV spot. The agency’s ad unit collaborated with the client and filmmaker Patrick Creadon to visit hospitals in eight cities around the world, documenting the arrival of our planet’s newest residents for a Life in a Day-style short:

The ad, which debuted on Good Morning America and received quite a few positive press mentions (including an “Ad of the Day” post in Adweek), hints at the client’s messaging efforts moving forward: “Best Possible Start” is a tagline fit for every newborn, and Fisher-Price hopes that “parents will see themselves in the film” and add a little UGC to the subsequent campaign.

The clip has already been viewed more than a million times, and Business Insider notes that additional support will come from brand ambassador Shakira as well as paid placements on your standard social channels.

So this is what digital content looks like in 2015.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.