Luvs "New Kid"

What do people want from a diaper company? Diapers, most likely. Do people also want insights into the intricacies of childrearing? The answer to that question is less obvious. Nonetheless, Luvs stands ready to offer such assistance. This mini-drama (via Saatchi & Saatchi, New York) positions the brand as an educator on the special challenges of bringing a second kid into the familial mix. Introduced by an onscreen super that says “What it feels like for a child to be told they’re getting a new sibling,” the vignette shows a wife telling her husband that, since she has “a lot of love to give,” she’s bringing an additional mate into the household — a younger and cuter one, no less.