Pampers Captures Real Life With Preemie Babies in Spot Promoting Its Tiniest Diapers

Pampers authentically captures the experience of having a premature baby in a new U.K. spot promoting the Procter & Gamble brand's Preemie Protection diaper range.

The ad, by Saatchi & Saatchi London, was filmed at Southampton Hospital's neonatal unit, and features nine real families, their babies and the hospital staff. Director Luke Franklin at Moxie Pictures filmed real parents, babies and carers from birth until the journey home -- and the spot does a nice job of showing the ups and downs of life after a preemie birth, while demonstrating in close-up detail just how tiny and vulnerable these "little fighters" can look.

The ad will launch on TV in the U.K. and Ireland tomorrow, rolling out to the rest of Europe in July. The campaign, which also includes print, social and PR, features the size P3 diaper, which is suitable for babies weighing as little as 500g and is three sizes smaller than a regular newborn nappy. The new Preemie Protection range also includes P1 and P2 sizes.

As part of the campaign, Pampers is asking parents to share images of their newborns with a clenched fist on social media in order to show the fighting spirit of babies. For every image shared using the hashtag #powerofbabies, Pampers will donate one pound to premature baby charity Bliss.