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Huggies, stoking body positivity at the earliest life stages, has launched a music-driven ad campaign that showcases baby bums of all shapes and sizes, with an original earworm song as the soundtrack, a companion storybook and a giveback program for families in need.
The work aims to “celebrate a wide variety of squishy baby tushies,” according to the Kimberly-Clark brand. The videos, along with the brand’s first foray into publishing, come from Chicago-based independent agency Quality Meats.
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