The COVID-19 pandemic has changed our lives. We are spending more time in our homes and around the world, a crying baby is a major source of stress for its mother. We wondered if the power of music might be able to instantly stop a baby from crying.

Together with university professors and music producers, we researched the scientific principles for stopping a baby from crying. We applied every type of know-how to the sound design and coupled it with an original song video that effectively uses Boss Baby visuals to instantly make a baby stop crying.

We obtained approval to use characters from a Hollywood movie in Japan to produce an original song, something that had never been done before, and aimed to make it go viral by overturning expectations and widely generating buzz.

The original song was produced and trialed with a large number of infants. It was then released on owned YouTube and social media as part of the PR for Boss Baby 2, together with the data from the trial as evidence of its effectiveness.

This video achieved a 96.8% success rate in stopping crying. When it was released to the public, it organically reached over 2.5 million plays very quickly. It was covered on TV, and on social media it received a lot of comments like, “When I showed the baby this video, he stopped crying”. This video has succeeded in eliminating stress for families and creating fun time for them.