Luvs - Second Kid

In a new campaign, based on their insight that experienced mothers are more likely to use budget diapers LUVS, Saatchi & Saatchi comically expresses how the new mothers care about their FIRST KID in comparison to how they approach their motherhood with a SECOND KID. The campaign is a continuation of their last year's humorous BREASTFEEDING ads.
It is interesting how the agency understands the mother's expertise but at the same time encourages the novice mothers to be like the experienced ones & use LUVS. A WIN-WIN situation. 
Really a great idea and its execution!