Pampers Preemie ad

I haven't seen the ad Paddyann so can't comment but having read your post I couldn't ignore it. I'm sorry for the loss of your child,

I found it distasteful. When I first came across it I thought it was a trailer for a programme about special care baby units. I am not at all impressed by the idea of these babies' (and parents') distress being used for advertising purposes.

My DGD1 was a premie due to pre-eclampsia and DD1 was very sick. We could easily have lost either or both of them. It was a very worrying time but fortunately all turned out well for us. Many though don't have our luck and this ad must really hit home. Even I, whose first born died at birth (only one hospital incubator and it was occupied) found it brought 45 year old memories back which I'd thought well buried. Not nice to have it appear without warning. Bad taste and mercenary.

Just googled and watched it. I do think it merits a complaint. Even the choice of music! (I'm coming Home) could prove hurtful.
It's a sad fact that some of these babies don't come home and that must be like salt in the wound.
My daughter's tiny one did but my mother's first boy didn't.
I'm off to see how to lodge a complaint.

I thought it might be just me who had issues with it,it would be my daughters 40th on Sunday, had she lived,and I always get emotional in the run up to that date...whether or not I'm consciously thinking about her.This must be awful for people who have more recent losses ,I can honestly say I never"got over" losing my baby but I did learn to live with it and I have 2 fantastic grown up kids and 4 grandchildren,but the first time this ad showed I was in bits for ages after it.Its not kind to do this to people already suffering one of the worst losses imaginable.

Just seen it, how dare they

Since I'm not alone, I shall complain but the ASA needs the date and if possible a screen shot. Can't remember when I saw it so will wait .....

I think the advert is in poor taste, they do not need to include prem babies to prove they make nappies in all sizes, in fact I do not see the need to advertise nappies at all on TV.

I have complained but without a screen shot. My complaint said I googled it and watched it online but if/when I see it on tv will add backup info.
Don't know if this is enough but I 'm sure they'll be able to 'join them up' if they receive several complaints.
Think I'll now try going directly to Pampers if poss.

Although it was awkward to contact Pampers directly I have emailed Proctor & Gamble.

I too thought it was a trailer at first and then of course realised it was an ad. It is in poor taste and ignores those of us who have lost our little ones. Our first babies were twins born 11 weeks early and died soon after they were born 42 years ago; but as you say you never forget. We're lucky enough to have had two children since who know of their siblings and 7 grandchildren. I never thought of complaining but perhaps we should. The Stillbirth & Neonatal Death Society [SANDS] might wish to take up the cudgel too www.sands.org.uk

I agree, the advert is in poor taste. Sadly, not all premature babies do make it home. I thought it quite insensitive.

Reply from Proctor & Gamble was very bland and simply pointed out that they support nicu units etc.
They did not address my point that they could advertise in an informative and less emotional way.
Have not yet heard from ASA.

It does bring a tear to a glass eye. It reminds me of the struggle to grow our wee preemie granddaughter. I was so shocked when DD changed her nappy one day I was visiting the incubator as DGD had no bum ... no layer of fat anywhere of course! The wee nappies went up to her armpits.

She is one who came home though and is now a happy healthy 3 year old so we don't find the ad overly sad.

Have now heard from ASA and have suggested that they might read this thread.

I am fortunate not to have suffered the losses several of you have mentioned but I thought it was in bad taste too. for all those who have lost a child.

ASA have replied saying that they have added my complaint to their file and are investigating. 'File' implies that my complaint isn't the only one so may I suggest a few more emails would bolster the complaints they already have?
Google Advertising Standards for contact details.