Mariska plays the baby

Johnson & Johnson has launched an online video campaign for its baby lotion. The goal is to reach young, web-savvy moms.

The campaign emphasizes the power of a mom's touch to build a bond with her child.

J&J believes the online shorts will touch Gen Y moms in particular, because they "grew up" on the web.
The company worked with animation studio Animation Collective and actress Mariska Hargitay from NBC's Law & Order: SVU to create the shorts.

They began running on touchingbond.com last Wednesday and are promoted via video banner ads on BabyCenter, Discovery Health, TLC, Meredith publications websites, and emails sent to BabyCenter and Baby.com customer lists.

A Spanish version is also promoted on babycenter/espanol and Univision.com.