AdAge / Creativity
November 8th, 2017


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”).

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