Bepanthen and YDM Thailand let sleeping babies take care of Mom for a change in new film
Bepanthen has launched ‘Mom’s Golden Time’, a new campaign from YDM Thailand and directed by Teerapol Suneta through Suneta House, that celebrates the small moments of personal time that can become increasingly precious for mothers caring for a baby around the clock.
The campaign centres on the idea that motherhood can transform the value of ordinary things. A proper meal, washing your hair, taking care of your skin or simply spending a moment in front of the mirror can become moments mothers rarely have time for when almost every minute is devoted to someone else.
Created for Bepanthen, a brand of Bayer Thai Co., Ltd., the campaign turns the relationship between mother and baby around, imagining what would happen if the tiny hands mothers care for every day could take care of them in return.
The film opens after a mother applies Bepanthen Ointment and settles her baby to sleep. As she gently tries to pull her hand away, the sleeping baby holds on. With its eyes still closed, the baby’s tiny hand guides the mother towards a dressing mirror, where she sees herself tired and dishevelled, with hair falling across her forehead. The baby then guides her hand to sweep the hair from her face.
Other scenes see sleeping babies guiding their mothers towards a proper meal, a face mask and the chance to finally wash their hair. None of the babies wake up. Instead, they continue sleeping peacefully while their hands help their mothers do the ordinary things they have been missing.
The creative idea is built around the thought that the hands mothers care for all day can care for them for a change.
Every day, a mother’s hands feed, clean, comfort, protect and soothe her baby. In ‘Mom’s Golden Time’, Bepanthen imagines those tiny hands returning the favour, not through grand gestures, but by giving mothers back the small things they have little time for.
The campaign also looks to widen the focus of baby care beyond the child.
While baby care naturally asks whether a baby is comfortable, protected and sleeping, Bepanthen wanted to include the person doing the caring. Bepanthen Ointment helps care for and protect babies’ delicate diaper-area skin and, when a baby is comfortable and resting peacefully, mothers can get a little time back for themselves.
The film uses a surreal premise to make emotionally possible something babies cannot yet do themselves: say thank you. Instead, their hands do it for them, gently guiding their mothers back towards themselves and briefly reversing the usual dynamic from mother caring for baby to baby caring for mother.
The film closes with the line: “When your baby sleeps peacefully, Mom finally gets some time for herself.”
‘Mom’s Golden Time’ is not about finding hours of free time, but recognising the value of a few minutes. The few minutes to eat, wash your hair, look after your skin or simply spend time when nobody needs anything from you.
The campaign launches in Thailand on 25 August 2026, with a regional rollout planned for Q4 2026.
Bepanthen Ointment is the No.1 brand for nappy care in Thailand and Europe.
Credits
Brand: Bepanthen
Client: Bayer Thai Co., Ltd.
Agency: YDM Thailand
Production Company: Suneta House
Director: Teerapol Suneta