Johnson & Johnson 'calendar' by Lowe London

In the new ad, a mother is shown playing with her smiling baby on the changing table using Johnson’s new baby wipes.

A voiceover explains that while most parents tend to believe that a baby’s skin starts to become less delicate when it turns six months old, it can actually take almost two years before their skin gets stronger.

The ad goes on to encourage parents to therefore use Johnson’s Baby wipes because the gentlest skin needs the most delicate care.