Huggies is leaning into Halloween with a playful twist this year, unveiling an audio campaign that transforms one of the most dreaded moments for new parents into a tongue-in-cheek horror experience. Titled “Full-Blown Horror Stories,” the campaign was developed by the creative agency DAVID and uses cinematic sound design to build suspense before revealing a far more relatable fear: the chaos of a baby blowout.
The spots mimic the atmosphere of classic horror films, beginning with chilling soundscapes and ominous narration that suggest something terrifying is about to happen. Yet the tension always resolves into humor, exposing the “monster” as nothing more than an overflowing diaper situation—an everyday reality for countless parents.
The campaign’s first audio piece, “Paranormal Stomach Activity,” draws inspiration from the found-footage genre, amplifying the sense of mystery before the comedic reveal. The second, “The Messiest Exorcism,” embraces exaggerated pulp horror tropes to portray the battle of changing a diaper as an epic showdown.
“Our goal wasn’t to frighten anyone,” explained Lauren Varvara, executive creative director at DAVID. “If you have a baby, you already know how terrifying a blowout can be. But there’s also humor, surprise, and relatable chaos in those moments — and with Huggies, there’s really nothing to fear.”
The campaign is launching nationwide on Halloween and will reach listeners across streaming audio platforms, radio, and podcast environments throughout the holiday. By using humor rather than shame, Huggies positions itself as both a reliable product and a brand that understands the daily realities of parenthood.
