A new TV campaign kicks off today (1 March) for Irish baby wipe brand WaterWipes.

The global marketing campaign, ‘When a Baby is Born, a Parent is Born’, focuses on the joys and challenges of the journey of parenthood as told through the metaphor of water.

The creative follows the journey of a woman experiencing defining and emotional parenting moments in beautiful and dramatic scenes. The milestones are mimicked by her engagement with the sea: leaping into the waves, being swept up in the chaos and strength, only to experience its calmness. It can be viewed at facebook.com/WaterWipes.

“There’s a common misrepresentation by brands that parenting is smooth sailing; a focus on the highs but none of the lows. Honesty is at the very heart of WaterWipes, and we wanted to bring the journey into parenthood to life in a way that felt powerful and true,” said Lynda Magee, commercial VP for WaterWipes UK & Ireland. “Crashing waves signify rough times and tranquil water brings us back to those intimate, beautiful moments. As a brand that was founded by a parent, it’s really important for us to accurately capture the parenthood experience and showcase the entirety of the journey. Because we know that when a baby is born, a parent is born too.”

The UK campaign has a media spend of £645k and will feature on national terrestrial TV, and run for four weeks. The TV activity will be supported by a digital video seeding plan, SkyAdSmart and VOD, utilising a combination of demographic and interest-based targeting across platforms including Facebook and YouTube.

According to the company, the brand is growing by 133% year on year in the independent pharmacy channel.

Made with 99.9% purified water and a drop of fruit extract, WaterWipes are the only baby wipe to be approved by Allergy UK and awarded the National Eczema Association Seal of Acceptance.