Cute won audiences over last month to see Huggies take out the Colmar Brunton Ad Impact Award for May.
According to Colmar Brunton, consumers "love" the ad, by Ogilvy, in which families give a glimpse into their lives and Plunket imparts viewers with the knowledge of the power of hugs.
The release says the ad works really well to generate a strong emotional response from consumers, as they found it to be extremely enjoyable, while also creating high levels of affinity and appeal for the Huggies brand.
It adds the music, 'It must be love', is a strong branding device for Huggies as it has been used consistently in its ads over the years.
"[The ad] delivered a particularly credible message about the benefit of hugs, in a highly emotionally engaging way. This ad creates a strong emotional response that will build long term brand equity for Huggies, aiding long term sales."
The runner up for May is The Warehouse for its 'Happy Birthday' execution. Maui, the little boy at the centre of the ad, appealed to the audience with his plan of for a thoughtful birthday surprise for his mother. He goes to great lengths to make her a giant birthday card, with the help of the staff at The Warehouse, running around the store to get all his art supplies.