The Bonjela Teething Gel campaign will put smiles on people's faces despite the obvious pain each child is in. Heartbreakingly adorable, it revolves around classic kid scenarios in which they experience their first taste of real emotional pain. From cruel rejection to unexpected loss, each child is captured in tears. The innocence of it all will inspire strong nostalgic thoughts of people's own childhood woes. It is this empathy that the ad campaign feeds off of.
Conceived and executed by Euro RSCG, an ad agency based in Johannesburg, South Africa, the Bonjela Teething Gel campaign brings these commonly held memories to mind to ensure parents help their babies when it comes to avoidable pain. As the tag line depressingly reads, “There’ll be plenty of time for pain.” There certainly will be.