This is the beginning of one helluva refreshing campaign for diapers: No shots of blue liquid, no shots of diapered bums, heck not even a baby in sight. For extra stand-outness (and to keep the surprise, of course) they've even shot each ad quite differently, this particular ménage à trois scenario is a black and white nod to old films.

Tagline: Suddenly every 4. pack of diapers for free is a nice thing.

See also Hotel hots, Car Sex and Festival.

Ad agency: SMFB
Creative Director: Stig Bjølbakk
Team: AAndré Koot, Hans Martin Rønneseth, Bjørnar Olsen, Kim Taanevig
Agency Producer: Vibeke Wiedswang
Client: Tron Eggen & Terje Wold

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.