Being born in the early hours of New Year’s Day can make you something of a celebrity, as fodder for your local media outlet. It can make you an ad star, too.
Fisher-Price found a bunch of New Year’s newborns for its “Wishes for Baby” spot, filmed in the waning hours of 2014 and the early ones of 2015—in 10 hospitals in seven counties (the U.S., Japan, Mexico, Brazil, Kenya, Bangladesh and Poland). Local film crews captured footage of new moms talking about their wishes for the babies. The footage was then turned around in less than 24 hours by Weber Shandwick and documentarian Patrick Creadon (Wordplay, I.O.U.S.A., If You Build It) and crafted into a 90-second spot.