P&G Puts Diapers to 'Torture Test'

Luvs Campaign From Leo Burnett Pushes Product’s Outer Limits
CHICAGO–Procter & Gamble depicts parents in difficult “real-life” situations outside of the home in its new campaign for Luvs diapers.
The ads, from Leo Burnett here, tout the diapers’ new “triple-layer protection.” They depart from the agency’s previous work for the brand by asserting the product is just
as reliable in less-than-ideal situations, said Burnett vice president and creative director Chris Laubach.
The brand’s previous advertising, which juxtaposed expectant parents’ idyllic images against the real-life chaos children create, featured babies “in and around the home,” Laubach said.