Pampers takes a more sombre turn than its "Poo face" spot in an ad for the new Preemie Protection nappies for premature babies.
The film, by Saatchi & Saatchi London, was shot in Southampton Hospital and follows nine real families and their premature babies from birth to their journey home. Pampers will donate £1 to charity Bliss for every image of a newborn with a clenched fist shared on social media accompanied by the hashtag #powerofbabies. The nappies are not available to buy but are being distributed to hospitals through the Bliss partnership. The work was created by Rob Burleigh and directed by Luke Franklin through Moxie Pictures.