The advertisement was produced by Saatchi & Saatchi and started airing earlier this year. The advertisement was shot in the Neonatal unit of the Southampton General Hospital by Chanele McGuiness.
Please tell me I wasn't the only one who cried at the new pampers advert— Liv Raphael (@LivRaphael) August 5, 2017
The pampers advert is the cutest advert in the world 😭 my heart man— Rhi (@rhiannontayylor) August 21, 2017
Me too! So emotional watching it with my premmie who's now 10!— Adrienne Wilson (@akw1) April 30, 2017
The song played during the video is called "I'm Coming Home," a reality that Costello says is not always the case. “The song is the worst part for me. It’s insensitive and disregards the feelings of the many parents that will not bring their babies home."
She adds: “Pampers clearly wanted to convey a tone of positivity about premature babies getting better and being able to go home. But I’m sorry – there’s another side to it. There are a lot of babies that don’t come home."
The Pampers spokesperson finished by saying, “While the response to the ad has been overwhelmingly positive, we do understand that for some families it may be difficult to watch and are already in the process of making edits to the copy, including the removal of the “Coming Home” lyrics and highlighting the partnership with Bliss where families can find further support and guidance.”