# Clapperboard Nap Campaigns The Heinz Golden Sleep Ads Show Sleeping in Action By Meghan Young | Published 2011-04-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/heinz-golden-sleep References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/04/heinz-golden-sleep-baby-milk-powder-blue-slate-purple-slate-brown-slate/) The [Heinz Golden Sleep](https://www.trendhunter.com/trends/heinz-smiles) ad campaign is on set, so ready, set, ACTION! This cute and clever campaign is certainly direct. It shows that this [Chinese baby milk product](https://www.trendhunter.com/trends/good-start) will cue sleepy time as soon as you say "Go!" Conceived by [Invisible Advertising](https://www.trendhunter.com/trends/skibidi-toilet) based in Guangzhou, China, the Heinz Golden Sleep ad campaign features three adorable print ads. Each of these ads stars a different baby posed in deep sleep with a director's clapperboard just visible, showing how in control parents are with this magical sleep concoction on hand. The Heinz Golden Sleep ad campaign was creatively directed by Kent Ruan with art direction by Alan Jove, Sunny Tian and Kedy, copywriting by Rocky Ye, photography by Will So and retouching by Figo Dong. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 8% | Activity: 10% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Baby Sleep Aid Advertising:** A trend for using creative print ads with adorable babies to market sleep aids for babies. - **Direct Advertising:** A trend for using direct and clever concepts to market infant formula products. - **Parental Control Messaging:** A trend for emphasizing parental control in baby care through marketing messages. ### Where This Applies - **Baby Formula Industry:** An industry that has an opportunity to disrupt the market with direct and clever advertising campaigns that emphasize control for parents. - **Print Advertising Industry:** An industry that has an opportunity to leverage the trend for creative print ads with cute babies to market baby sleep aid products. - **Marketing and Advertising Industry:** An industry that has an opportunity to innovate with messaging that emphasizes parental control over their baby's sleep and care. ## Related on Trend Hunter - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Purposeful Consumer-Focused Campaigns](https://www.trendhunter.com/trends/ikea-sleepfluencers-campaign.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Burger Ad Campaigns](https://www.trendhunter.com/trends/burger-kings-new-campaign.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Fashion-Inspired Sleep Aid Campaigns](https://www.trendhunter.com/trends/sleep-aid1.md) - [Time-Specific Marketing Campaigns](https://www.trendhunter.com/trends/u-up-campaign.md) - [Film-Inspired Condiment Ads](https://www.trendhunter.com/trends/heinz-smiles.md)