• by Les Luchter , Yesterday

News media love covering “nepo babies” – “children who are often perceived as undeserving of their success due to their famous or influential parents,” -- notes the Tombras ad agency.

Real babies? No so much.

Indeed, in a head-to-head comparison of 2024 media coverage of “nepo babies” vs. real babies affected by the “diaper crisis,” Tombras says the former beat out the latter by an overwhelming 99.8% to 0.2%.

Now nepo baby Jack Henry Robbins is rising up to support the real babies in a :60 video created by Tombras for the National Diaper Bank Network (NDBN).

Robbins, the decidedly less successful actor son of Oscar winners Susan Sarandon and Tim Robbins,has already been posting humorous social media videos about being a nepo baby for a couple of years, including one featuring his famous mom and another Sasha Spielberg, daughter of Steven Spielberg and Kate Kapshaw.

The new video begins with photos of a baby (“9 months” says the screen) and a “nepo baby” (Robbins, identified only as “432 months”). 

“People still think my career has been just handed to me,” Robbins says in the spot. “That makes people angry.  Let’s take all this nepo baby anger and instead let’s get angry for real babies and their very real baby problems. Did you know that one in two families in America struggle to afford diapers?”

The video posted Tuesday morning on the social media of both  Robbins and the NDBN, as well as on a new website, nepobabiesforbabies.org.

Meanwhile, NDBN founding sponsor Huggies last week announced the donation of $100,000 worth of diapers to the NDBN’s Milwaukee member as it launched a campaign with Milwaukee Bucks superstar Giannis Antetokounmpo and his Huggies-clad daughter.