Pampers created a television advertisement that is pulling at people’s heartstrings.
The ad, which was produced by Saatchi & Saatchi UK, started airing in England earlier this year and has been eliciting strong reactions online for its portrayal of the very real struggle premature babies face in the neonatal ward.
But not all families with experience with preemies were supportive of the ad.
One couple, Adele and Conor Costello, who lost their premature baby, don’t find the video as heartwarming.
Adele told The Sun:
āBeing forced to go back to the point in your life is indescribably distressing. We are still grieving. I shouldnāt have to worry about whatās going to come up on my TV.”
The song played during the ad, which is called ‘I’m Coming Home,’ is the toughest part of the ad for the Costellos.
āThe song is the worst part for me. Itās insensitive and disregards the feelings of the many parents that will not bring their babies home. Pampers clearly wanted to convey a tone of positivity about premature babies getting better and being able to go home. But Iām sorry ā thereās another side to it. There are a lot of babies that donāt come home.”
Another user on Twitter agreed with the Costellos:
Saddened @Pampers_UK "coming home" ad.They don't all come home.U should be ashamed.No thought for those suffering #disgusted#Pampers#hurt
A spokesperson for Pampers UK responded to this comments by saying:
āWeāre really sorry that our advert caused distress to this couple; this was never our intention. The āLittle Fightersā TV ad was designed to let all parents of premature babies know that these nappies are now available and aims to raise awareness of the daily struggle of these babies. The families and nurses involved in the film have been very much a part of the creative process.”
The Pampers spokesperson finished by saying:
āWhile 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 āComing Homeā lyrics and highlighting the partnership with Bliss where families can find further support and guidance.ā
