The TV push, which features home videos of babies in a bid to reinforce the brand's position as a partner to parents, was developed by M&C Saatchi.
The campaign kicked off with a call for entries on Wyeth's website, which, along with providing logistical information on the project, asked consumers to submit video clips of their children at play in the home.
The agency's creatives reviewed the best of the 1,000 videos entered and filmed the kids' parents in similar situations, at work or at home, providing a humourous contrast between the two groups.
"Parents are the best peop-le to film their babies, because they spend so much time with them," said Iris Lo, M&C Saatchi Hong Kong executive creative director. "It makes them the best directors."
A number of different scenes were selected, including one which shows a baby blowing bubbles with saliva, before cutting to the father at his office, where he is seen blowing bubbles with bubble gum. Deliberately shot with a 'grainy' home video style, the three spots use similar themes, with one child doing a pull up, two practising on imaginary drum kits, and another eating oranges.
According to Wyeth chiefs, the campaign breaks new ground for the category, which typically remains product-focussed.
By providing an 'interactive element' which can be applied to the media channel, Clarence Chung, general manager of Wyeth Hong Kong, said the campaign builds a connection between the brand and parents through a strategy of consumer engagement.
"As we are the first in the market to host such a consumer campaign, it really strengthens Wyeth's market leadership," said Chung.
"By riding on the trend of home videos and parents' desire to shoot their babies, we have provided a platform to make their babies stars. As a result, we have built an affinity with parents."
Maxus Hong Kong handled media for the campaign, which is running primarily across terrestrial channels in the territory.
In China, PepsiCo launched a similar drive in June, which asked for consumers to submit TV scripts for a commercial, in a bid to deepen the brand's connection with its target audience.
