Huggies made its Super Bowl debut in 2021, premiering the first-ever diaper ad to air during the Big Game. The spot, “Welcome to the World, Baby,” opened with pictures of just a few of the “Super Bowl” babies born that day, all of whom were born mere hours before kickoff.

The ad narrator speaks to the newborns and shows slightly older bundles of cuteness eating, falling asleep, and getting diaper changes. 

The 30-second spot, which ran in the second quarter of the CBS broadcast, came from Accenture’s Droga5, just over a year after the shop won the Kimberly-Clark Corp. baby care business.

Huggies also gave away 25,000 “Welcome to the World” newborn starter kits including Huggies baby-care products, a Huggies-branded bodysuit from Carter’s and a branded tote bag.

Brand: Huggies

Agency: Droga5

Quarter Aired: Q2

Super Bowl: LV

Year: 2021