# Tot Dictator Ads The Santher Nappies Brand Campaign Urges "Don't Let Your Baby Rule Your Night" By Meghan Young | Published 2012-06-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/santher-nappies-brand-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/06/santher-nappies-brand-mao-zedong-napoleon/) A simple concept adorably executed, the Santher Nappies Brand campaign portrays [little ones](https://www.trendhunter.com/trends/childrens-holiday-campaign) as the dictators they can act like when they don't want to do something. Instead of capturing a temper tandrum on camera, the ad agency behind this campaign decided to go down a more creative route, allowing its audience to fill in the blanks that these iconic costumes bring up. The Santher Nappies Brand campaign was created by Talent, an ad agency based in São Paulo, Brazil. It was art directed by Felipe Lemes with creative direction by Alexandre Nego Lee and Rodrigo Bombana. The ad campaign was also photographed and illustrated by Billy and Hells of Florence Moll. It reads, "Don't let your baby rule your night." ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 31% | Activity: 55% | 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 ### Why This Trend Is Growing - **Baby Dictatorship:** An opportunity for innovative marketing campaigns that creatively portray babies as little dictators. - **Costume-based Advertising:** An opportunity for disruptive innovation in ad campaigns that utilize playful costumes to convey a message. - **Humorous Parenting:** An opportunity for disruptive innovation that targets humor-loving parents and educates them on effective parenting techniques. ### Industries Being Reshaped - **Baby Products:** An opportunity for disruptive innovation in the baby products industry, particularly in how brands market their diapers and related products. - **Advertising:** An opportunity for disruptive innovation in the advertising industry that focuses on more creative and unique ways to convey a message through humorous and playful ads. - **Parenting Education:** An opportunity for disruptive innovation in the parenting education industry, through creating innovative programs and resources that teach new parents how to deal with baby tantrums and sleep disruptions. ## Related on Trend Hunter - [Sustainable Baby-and-Mom Brands](https://www.trendhunter.com/trends/pipette.md) - [Cheeky Sports-Inspired Diaper Campaigns](https://www.trendhunter.com/trends/huggies1.md) - [Cheeky Childhood Yogurt Campaigns](https://www.trendhunter.com/trends/petit-filous-mischief-makes-us.md) - [Burger Ad Campaigns](https://www.trendhunter.com/trends/burger-kings-new-campaign.md) - [Imperfect Parenting Campaigns](https://www.trendhunter.com/trends/perfectly-imperfect-parenting.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Humorous Chocolate Spots](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching.md) - [Humorous Period Care Campaigns](https://www.trendhunter.com/trends/period-underwear-1.md) - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md)