Pampers has released an emotional TV advert to announce the it is donating its smallest nappies to premature babies in the UK.

The 60-second ad features several newborn premature babies wearing Pampers Preemies while in the background the 2005 single “Wires” by the British rock band Athlete (from their second studio album, “Tourist”) plays. “When you arrive early, your skin needs special care. Pampers’ smallest nappy helps protect the most delicate skin.” onscreen lines read throughout the heartwarming video.

Since 2017, Pampers has donated hundreds of thousands of its Preemie Protection nappies to babies born pre-term every year. The initiative follows the brand’s partnership with Bliss, the UK’s leading charity for babies born premature or sick. In 2019, on November 17 (which is the World Prematurity Day), Olympic Cyclist Sir Chris Hoy (who is also father of a premature baby) and his wife, Bliss Ambassador Lady Sarra, joined forces with Pampers to help donate hundreds of thousands of nappies to UK hospitals.

The Pampers Preemie Protection nappies, which are specifically designed for the littlest babies, offer – according to Pampers – “a customised fit to minimise disruption” and support uninterrupted sleep for even the most fragile babies.

Athlete’s single “Wires” is available for purchase on Amazon for $1.29.