Huggies Wrote a Song Praising Babies' Bottoms

Huggies diapers have curves to better fit babies of all shapes and sizes. What better way to show some love than with a catchy tune?

There’s smushy, cushy, mushy and tushy butts for starters. Extra props for working mostaccioli into “Baby Butt Bop.” Quality Meats crafted the earworm and accompanying TV spots.

“We wanted to make a fun, quirky dance-styled song to highlight a variety of different shapes of butt, and associate each with some sort of active moment,” says Quality Meats co-CCO and co-founder Brian Siedband. “And in general be as specific as possible with interesting details and actions. Inspiration-wise, we liked the repetitive nature of 2010s hip hop but wanted to lean into a vibe that was less ‘cool’ and more fun and weird. Which morphed into a funky Euro-ish electronic kinda thing.”

Videos feature snippets of the song as babies play, run around and make messes.

“We knew were onto something with this track because we couldn’t get it out of our heads, and not in an annoying way but in a good way where we just wanted to keep listening to it and singing it ourselves,” Gordy Sang, also an agency co-CCO and co-founder, tells Muse. “And we noticed it had the same effect on everyone else we forced to listen to it, including our families. There’s something magical about it, maybe the way he says ‘butt?'”

In other baby related news this week, it’s time for little ones to get their sh*t together.

CREDITS

Agency: Quality Meats 
Co-Chief Creative Officer, Co-Founder: Brian Siedband
Co-Chief Creative Officer, Co-Founder: Gordy Sang
Creative Director: Jamie Stark
Creative Director: Dan Jordan
Head of Production: Kacey Hart
Executive Producer: Heather Black

Client: Kimberly-Clark, Huggies
Brand Manager: Jessica Barker
Senior Director: Ben Gladstone
Sr. Associate Brand Manager: Jacob Lehman
VP Infant Care North America: Robert Raines

Production Company: Caviar
Director: Keith Schofield
Executive Producer: Kim Dellara
Line Producer: Ed Callaghan
DP: Damian Acevedo

Animation:
Lyric Video Animator: @JoeyD76
Still Photography 
Photographer: Sasha Gulish
Edit House: Work Editorial
Editor: Niles Howard
Assistant Editor: Jacob Bottorff

Music & Sound Design: Future Perfect
Composer, Partner: John Connolly
Sound Design and Mix: Adam Carl
Producer: Blaire Brinster

Finish House: Jane Studios
Head of Production: Ben Sposato 
Visual Effects Director: Westley Sarokin

Color House: Royal Muster
Colorist: Gregory Reese
Sr. Producer: Christina de Guzman