Philips Avent releases viral of real mums getting babies to sleep

The company claimed that it was important for it to use genuine research and to make the filming process as non-invasive as possible.

Produced by The Viral Factory, the video took several months and hundreds of hours of filming to create; filming schedules were made to fit entirely around each baby’s routine, and each baby was designated the cameraman that it most bonded with and was most used to, to create the most natural and calm environment to film in.

Creative director of The Viral Factory, Ed Robinson explained: “Avent’s Facebook page is a forum where mums exchange tips and help each other through the early years of motherhood. Our idea was to research and depict real mum’s tips for getting a tired and grizzly baby to sleep. The idea was a simple one, the execution was not... While the babies falling asleep own the film, it is very much about the experience from the mother’s perspective, and it was important to give it a shape which expresses this. From the tension, empathy and frustration of the tired crying, to the ever so delicate ‘drop off’, to peace and grateful relief.”