Big huggies and luvs to P&G's Pampers for making this strangely colorful and copy-crazy dent in the not traditionally hip diaper category. "Pampers is famous for overnight dryness," asserts Saatchi & Saatchi CCO Tony Granger, so these ads present fables of overnight wetness, intended to "charmingly capture the emotion of a wet diaper from a child's perspective," he adds. "Connecting with both moms and babies, illustrations bring to life the challenge of concentrating on anything else when you have a soggy bum." The payoff line at the bottom reads, "It's hard to concentrate on a good book with a wet diaper on your mind." Each ad boasts a different illustrator: Tim Jessell, "Porcupines"; Rien Poortvliet, "Gnomes"; Cathy Gendren, "Cat & Fish" and Jimmy Pickering, "Farm."