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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.
"First-time moms choose whatever diapers they have on hand, often whatever they get at their baby shower," said Saatchi creative director Mason Hedgecoth.
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