Time to pull out the tisseus again. It looks like P&G's Pampers just created a new holiday we think would be worth celebrating around the world, in this tear-inducing new documentary created out of Beacon/Leo Burnett Tokyo. The campaign makes the astute observation that a baby's first birthday is a woman's first birthday too -- as a mom.

To celebrate the occasion, the agency filmed a few mothers taking their babies to their 1st-year hospital checkups, but along with their children's clean bills of health, they received a touching surprise. Dads hung portaits of the mothers and children on the hospital walls and greeted them with cakes to say, "Happy Birthday."

Pampers invites other families to celebrate too on a special website, where other fathers, family and friends can send b-day greetings to one-year-old moms.