Was I a second-time mom at the time of making this campaign? No. Was either my partner nor I even a dad? No. But we knew that if we asked some questions of real moms, we could do better than the 2011 spot that was voted worst in the country (“Poop there it is” - google it). What started as a digital only execution turned into a huge win for P&G, turning into tv-buys, increased budgets for each year, and big smiles on our clients’ bonus-happy faces.