ABOUT

Concept: Launch Pick n Pay's Tiny Tots nappies on their big promise: up to 12 hours of dryness. When a baby has to go, they have to go.

Execution: A baby hears every water sound in the house. A dripping tap. The fish tank. The dog's bowl. The sprinkler. He holds on, gets more and more uncomfortable, until he finally lets go, safe and dry. When they can't keep it in, keep them dry. Two TV lengths and a square cut for social.

Three facts:
1. We had 12 babies on set, all with varying sleeping schedules. Divas.
2. There was an animal minder on set to protect the fish from being overworked. True story.
3. A dog's tongue slurps water back to front.

Copywriter: Kenneth van Reenen. Art Director: Cameron Watson. Executive Creative Director: Devin Kennedy. Director: Dean Blumberg.