An adorable baby sees nipples everywhere he looks in a new spot from Tommee Tippee, highlighting how its bottles are shaped like breasts as that's what babies prefer.

The ad, cleverly directed by The Coles at Hey Wonderful for McCann New York, manages to insert nipple imagery into all kinds of unexpected places: a pompom on a beret, the ends of meat packages at a deli, car tires, the backs of blowdryers at a salon and more. The smiley baby looks suitably delighted whenever he sees one and it concludes with the tagline "It's all about the nipple, baby."