Johnson & Johnson is one of the largest television advertisers in the U.S. But to promote its best-selling baby lotion, the company is putting most of its effort into a different approach: Web cartoons. In one of its animated Web videos, as a mother starts massaging her daughter’s feet, legs and chest, her baby giggles, smiles and makes eye contact. Pink swirls meant to represent the lotion’s scent fill the screen.
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