A few days ago Mireia told us about the Coca-Cola television ad, in which we saw what should not be a normal delivery and these days a television arrives Flex announcement showing a natural birth at home, specifically in a bed with a mattress of the brand.
The images of the ad are real and show us the birth of Waira Umpierrez. Last February, parents were contacted, a couple from Barcelona who were expecting their second child and who, as they did with the first, wanted to be born in their own home.
From that moment on, the filming team was awaiting the birth of the little girl, which occurred on March 21, with the arrival of spring. The objective of the announcement and other parallel strategies is to wrap the brand of an emotional aura by reminding us of great moments in our beds throughout life with a campaign whose motto is "Your bed. The most important place in the world" .
On the Flex page we can see the complete campaign, which emulates a clock with several hands as a data. Each data shows statistics as curious as 124,500 people are having breakfast right now, 156,449 emails are being sent or 491,224 stories are being read, all in a Flex bed. On one side of the sphere "The day I was born in a Flex bed" indicates that we can see the announcement.
“The acquisition of the bed is important enough to make an investment that is not inferior to what is usually done in other household items. It is not easy to find goods in our homes that we use as many hours every day and that are as relevant to our physical and psychological well-being as the bed. As we claim in the campaign, the bed is not only for sleeping, but for living. And, as an example, we show something as natural, human and vital as the birth of a new life in one of our beds”, says Gerardo Spain, marketing director of Flex
This is undoubtedly an exciting and daring campaign, so we are not used to seeing births like this in Spain.
I think it's a great way to show another reality, which is that of a respected birth, in a more suitable position to give birth and aided by the force of gravity.
The mattress, of course, is a requirement of the script, because it can perfectly be carried out in a bathtub, in another place of the house or in a hospital. In fact, WHO has long explained that births should be like that.
