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Bubble champions the realities of parenting with witty billboard ads

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By Amy Houston | Senior Reporter

September 27, 2022 | 5 min read

Childcare app Bubble has launched its biggest marketing push to date with a witty out-of-home (OOH) billboard campaign that a few parents might be able to relate to.

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Can you relate? / Creature London

Bubble’s app lets parents discover, book and pay for flexible childcare on-demand. More than 2m hours of childcare have been requested on its platform since launch, with over 200,000 users joining predominantly via word of mouth.

Its first ad campaign playfully draws on the age-old reality for many parents that once you become one, an aspect of your ‘old’ self can sometimes become forgotten. Kids can struggle to comprehend that their parents have ambitions, passions and commitments that don’t involve them, and a life that existed long before they came along.

In the posters, viewers see hand-drawn designs with fun copy including: ‘Sure, you’ve got a dog for an ear now, but you still give a killer sales pitch’ and ‘Sure, you’re a fuzzy yellow dino-mum now, but you still love a fancy cocktail.’

The work was created by Creature London.

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“Being a parent is a sodding brilliant thing, but good God it can make life difficult sometimes. As much as I love being Stan and Mali’s dad, it’s also rather nice – and quite important – to be, well, me sometimes,” said Dan Cullen-Schute, chief executive officer and founder of Creature.

“Bubble is political cakeism made tech, allowing you to be a brilliant parent and a brilliant you all at the same time – and we’re dead proud to have been asked to bring that duality to life in this campaign. (NB It can’t help with how exhausting all that undoubtedly is – it’s an app, not a wizard.)”

The campaign will be amplified on the tube, billboard and digital displays across London.

Bubble founder and dad of three Ari Last added: “Bubble has always been about empowering parents to be their very best/to make the most out of life, be that at home, at work or while pursuing their passions, interests and relationships.

“Being a parent is so many things – rewarding, complicated, serious, tough and often comical too. Creature has done a great job bringing that to life.”

Credits

Client

Company name: Bubble

Chief executive officer: Ari Last

Chief commercial officer: Sarah Hesz

Head of marketing: Noa Dekel

Marketing Executive: Georgie Bevan and Amy Buntzen

Creative

Creative agency: Creature London

Chief executive officer: Dan Cullen-Shute

Chief creative officers: Ben Middleton and Stu Outhwaite-Noel

Chief client officer: Hanisha Kotecha

Creative directors: Steve Dodd and Josh Dando

Creatives: Charles Olafare and Josie Finlay

Chief strategy officer: Andrew Gibson

Strategist: Ryan Hausberger

Head of integrated production: Kristie Girvan

Senior producer: Jen Price-Thomas

Senior account manager: Alice Mercer

Media

Media agency: PHD

Production partner: Stanleys Post

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