Dry Like Me launches debut TV campaign

Dry Like Me's first TV ad features a five-year-old girl lecturing a class of toddlers on the benefits of using the brand's toilet training pads.

Connect, a Wolverhampton creative agency, made the UK ad, which is called "little miss smarty-pants".

It begins airing on children’s TV channels including Boomerang and TinyPop from today.

The spot opens on a five-year-old girl attempting to teach a classroom full of toddlers about Dry Like Me’s toilet training pads.

Unsurprisingly, the girl’s audience is not the most attentive and appears more interested in sticking the pads to their faces than hearing about how they can help them potty train.

Antony Green, the managing director of Connect, said: "We really wanted to create an advert that would both capture the attention of mums and appeal to young children.

"Dry Like Me potty training pads provide a revolutionary solution to what can be a stressful and complicated issue. We wanted to capture the vibrancy of the brand whilst delivering its key messages in a simple and relatable way."

The work was created by Dennis Willison and Vineet Raheja. It was directed by Karen Cunningham through Pop Up Films. MediaCom was the media agency.