"Pregnancy was always about her. That's why [at] Huggies, we did something special to compensate fathers," the voiceover in their new commercial says, explaining that the unusual accessory featured in the ad took four months to create. "We developed a belt that replicates in real time the movements and the baby's kicks, from mom's belly to dad's belly."
As Mommyish's Koa Beck points out, Kimberly Clark Corp., which owns Huggies, may be "depicting fathers as so emotionally invested in pregnancy that they’re weeping" in an attempt to atone for the Dad-and-diaper commercial heard round the world.
Whether or not that's the case, Huggies has certainly been getting creative lately. This ad, developed with Ogilvy & Mather Argentina, follows news of Huggies Brazil's work on an app that tweets when babies pee.