"Parents will know that almost instinctive gentle rock we do when trying to soothe our little ones."
Every new parent knows this trick – to comfort your child (or to get them to sleep!) you’ve got to pick them up and do the “comfort dance”.
Whether that’s just rocking backwards and forwards, from side to side, or something more elaborate, it’s a soothing motion that brings great comfort.
Dig Agency and a2 Milk Company partnered with the queen of soothing toddler bops, Emma Memma, to create a bespoke song for parents to dance to - that toddlers will love.
Through a series of social posts, Emma Memma teaches parents the new comfy dance and then invites them to do it themselves.
Dig CCO David Joubert said the campaign taps into such a simple truth that all parents can relate to.
"Parents will know that almost instinctive gentle rock we do when trying to soothe our little ones. With Emma Memma’s help, we hope to add a little fun to the moment," Joubert said.
The national integrated campaign kicks off this week.
