Sainsbury’s has released a TV spot to promote its Little Ones nappy range. Abbott Mead Vickers BBDO created the 30-second ad, which shows first-time parents struggling under a weight of baby products before cutting to a second-time mother confidently bathing her child. The campaign was designed to show how parents know what their kids really need second time around. The activity is also running in magazines and press. It was created by Mary Wear and Mike Durban, and directed by Karen Cunningham through Pop Up Films.