Procter & Gamble Co.'s Pampers is launching a new flat diaper for premature babies too delicate even for existing preemie products, including babies with extremely low birth weight, severe skin issues, jaundice and gastrointestinal complications.

P&G worked with March of Dimes on the effort. The new product features in an ad from Saatchi & Saatchi, set to a version of "Fight Song" by Rachel Platten (It replaced an earlier version featuring the Rocky classic "Eye of the Tiger," all to the end of celebrating "the littlest fighters").

Reposted from Creativity Online. See original article here: