The creative strategy behind the campaign for the new Super-Flex represents a departure from previous work by the agency for the Kimberly-Clark-owned brand.
The 40-second TV ad, which is supported by press, poster and radio, uses celebrity voiceovers and aims to show how the nappies mould to fit the baby, regardless of size and shape. The comedians Harry Hill, Dawn French, Kathy Burke and Bill Bailey supply the commentary, while a series of toddlers attempt some ambitious manoeuvres.
The ad opens with a toddler crouching on a lounge floor while the voiceover says: "Right, position 15, the Buddha. Yep, that's new. These are really stretchy." Other toddlers attempt the "ostrich" and "crane" positions.
As a toddler tries to climb on to the sofa, the voiceover says: "Position 17, the crane. Yes, you need a safety net for this, ideally. I can't believe it, there's no leaks."
The campaign was written and art directed by Damian Simor and Lee Ford and directed by Trevor Melvin through The Paul Weiland Film Company. Media planning and buying was handled by MindShare.
The ads, which break in the UK on 26 January, target mothers. The press versions will run in a series of women's magazines and will be supported by bus-side advertising and poster executions.
Kimberly-Clark is injecting £10 million into improving the fit and comfort of its Beginnings and Freedom varieties.