The "I've Got Chic in My Pants" banned Huggies commercial, although shocking in its humor, should be of no surprise. Advocates of cloth diapers point out that disposable diaper companies prove over and over that their main concern is parental convenience. Convenience sells diapers.
While Huggies might argue the commercial is supposed to be funny, it reveals the underbelly of the entire industry. Disposable diaper companies are not concerned about the well-being of our children; they market to parents who have given in to the notion that a diaper shouldn't need to be changed immediately after baby pees - or in this case, poops.
Though disposable diaper companies have historically focused their commercials on absorbency, fit and function, in an interview with the New York Times, Richie Glickman, the creative director who worked this commercial, said Huggies is "moving away from the saccharine and getting into a little more reality and humor."
The commercial certainly does have humor - 5 year old, base, potty humor. The ad begins with an 18 month old baby stepping out in a yellow oxford shirt and a soiled Huggies Little Movers Jeans Diaper. The voice over says, "My diaper is full - full of chic", "When it's No. 2, I look like No. 1", and "I poo in blue".
Whether a diaper is full of "chic" or full of pee, it should be changed immediately. Super-absorbency and diaper designs that hide the fact a baby has soiled their diaper does not respect a child's right to be clean and comfortable.
Imagine the ad represented an incontinent, 85 year old man strutting in his yellow oxford and sporting a denim Depend. Would the ad be as well received? Of course not. Why? Is it only adults that shouldn't have to sit in their urine and feces until someone can get around to changing them?
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