Luvs has launched a series of new ads, highlighting that, “by their second kid, every parent is an expert and more likely to choose Luvs Diapers than first time parents”.

One of the 30-second spots, titled “Wipe Demo”, aiming to show that experienced parents don’t stress over a little
mess, begins with a young couple feeding their first baby. While the mom is feeding the infant with the spoon, the dad, following her instructions, tries to wipe his face, to keep it clean every moment of the meal. While they are stressing over the “mess”, finding all kind of reasons to do this and explanations, such as “the spoon is too big”, “I can’t see where the mess is”, “It’s getting everywhere”), the baby is obviously annoyed and cries.

The situation is totally different at the second kid. Even though his face is almost completely covered in puree, the mom doesn’t stress at all and jokes that she can get another spoon of it from the baby’s face.

“By their second kid, every parent is an expert and more likely to choose Luvs Diapers than first time parents.” – says the voiceover at the end of the commercial, mentioning that Luvs with NightLock Plus absorbs wetness faster than Huggies Snug & Dry, for outstanding overnight protection, at a fraction of the cost, and adding the brand’s tagline, “Live, Learn & Get Luvs”.