Funny walk - a pan european diaper ad unlike any other diaper ad? Judge for yourself.

Super: Would you want to walk like this?
Neither does your child.

my pet peeve: Babies are not children. Children don't wear diapers only babies and toddlers do. They use the word "child" here, much like P&G always do as well. Diaper clients usually insist on using the word child - expanding market via language choice alone. Some children today wear diapers up to the age of five, proving that using the word "child" actually works.

Agency: Forsman och Bodenfors, Gothenburg.


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about the author

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.