Johnson & Johnson corporate-image campaign plays on emotion

04/24/2013 | New York Times (tiered subscription model), The

Johnson & Johnson is trying to rebound from a rough period of lawsuits and product recalls by running a corporate branding campaign, the company's first in 10 years. The TBWA\Chiat\Day campaign features a 60-second spot that shows a baby being cared for with J&J products such as Band-Aids and baby shampoo, with copy that focuses on love. "This is a very emotional brand, so we've got to deliver a very emotional idea," says Rob Schwartz, global creative president of TBWA Worldwide.

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New York Times (tiered subscription model), The

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