Everyone knows the book What To Expect When You're Expecting. It's basically the pregnancy bible for expectant mothers and fathers. But what about parents who are bringing home a fully-grown teenager? They deserve the same care and informational resources.
So we created What To Expect When You're Expecting (A Teenager). And told parents exactly all the quirks and teenageisms they can expect.
We first created broadcast spots reminiscent of mommy blogger tutorials. We showed that it's actually impossible to be an expert in raising teens, but that's perfectly fine.
And we reimagined the original book cover:
And for print ads, we worked with the original What To Expect® illustrator.
These ads parodied the book's educational diagrams throughout each chapter. But instead of showing pregnancy stretches and fetal stages, we showed common scenarios to expect when raising a teen.
CCO: Patrick Scissons
ECD: Michele Kunken
Copywriter: Meredith Young
Art Director: Stephanie Del Rosal
Producer: Ariana Ekonomou
Account: Mike Levitt
Director: Hey Baby & Josh Soskin
Editor: No6 & Justin Quagliata