The idea from King James riffs on the power that watery sounds have to provoke bodily functions
Independent South African creative agency King James was tasked with introducing the new Tiny Tots Nappies range from Pick n Pay. The resulting TV commercial plays with the sounds of water and the effect it has on humans, making them need to go to the loo.
A dripping of a tap catches the baby boy’s ear. From then on he picks up on every watery sound in the home and eventually, despite trying with all his might, gives in. Which is no problem, as he’s wearing the nappy that stays dry for up to 12 hours.
He gives out a sigh of relief and continues with his day proving that a dry baby really is a happy baby.