How Luvs Unites Mothers by Comically Dividing Them

Year two of Saatchi's campaign

IDEA: Motherhood is tough, but that first kid makes you an expert. And experts are more likely to choose Luvs. That's the claim, backed by research, made in Saatchi & Saatchi's campaign for the Procter & Gamble diaper brand—from last year's famous "Breastfeeding" ad through five new spots, in which anxious first-timers humorously lighten up when seen later with their second kid.