Bubble puts ‘Super Sitters’ centre stage in new OOH campaign

‘Super Sitters’ puts the real people and skills behind Bubble’s childcare network at the heart of the brand

Flexible childcare platform Bubble has launched ‘Super Sitters’, a new out-of home advertising campaign developed with integrated agency Boldspace that celebrates the pride in their sitter network and puts them front and centre. 

The creative celebrates the extraordinary sitters who are also teachers, first aiders, musicians, and healthcare professionals within Bubble’s unique community, spotlighting both the support they give parents and what their skills and special experiences they can bring to children.

‘Super Sitters’ puts sitters front and centre of the campaign, showing how the right person can make that care time valuable and enriching for children too, whether learning an instrument or practising a language through Bubble’s extensive network, while giving parents the flexibility they need. It is a celebration of talented, experienced childcarers – and of the confidence parents can feel when booking someone they trust to look after their child.

The campaign launches at the beginning of the new school year, the busiest time for childcare. Tapping into a familiar tension for modern parents: how juggling work, home and family often leaves little time for anything else. Bubble understands that parents need more support, and traditional childcare doesn’t always work.

Boldspace developed ‘Super Sitters’ from strategy through to execution, leading the brand strategy, creative treatment and photo shoot, while Squadron led on media planning and buying. The campaign rolls out across London’s rail, Underground and bus network from September, including cross-track 16-sheets and Tube car panels, with further activity following in November.

Each execution brings those two sides together, pairing a sitter’s skills and experience with a message for both parent and child. “Your WFH sidekick. Their playtime hero.” introduces sitter Danni as support for working parents and someone their child can have fun with, while “Your support act. Their headliner.” does the same for sitter Johanna. 

Portrait-led creative on show across London places real Bubble sitters against the brand’s distinctive purple world, with ratings, booking numbers and neighbourhoods appearing alongside them. By showing the information parents use when choosing childcare, the work is designed to make each sitter feel trusted and local, rather than presenting Bubble as an anonymous network. 

Arif Miah, Senior Director at Boldspace, said: “Ads aimed at parents can sometimes romanticise parenthood, focusing on all the brilliant bits, but not always the reality of trying to juggle work, home and everything else that comes with having kids. We wanted this campaign to feel more honest, sometimes parents just need another pair of hands, and that shouldn’t come with any guilt. In fact, with the right sitter, they can be getting something really positive from that time too. That’s why Bubble isn’t the hero. Parents aren’t really choosing a platform, they’re choosing a person to spend time with their child. So, we put the sitters front and centre.” 

Sarah Hesz, co-founder of Bubble, said: “We are so proud of the sitters that parents can find on Bubble that we thought it was about time we put them on giant posters across London. Caring for young children is one of the most important jobs in our society and rarely gets the recognition it deserves. It was such fun to give the opportunity to the Bubble sitter community, and the shoot was a joy. The only downside is we couldn’t show off more individuals – my kids are demanding to know why all their favourite sitters aren’t featured…” 

Source: Boldspace

  ‘Super Sitters’, Boldspace, Bubble, OOH, Squadron