No one gets creative with children’s clothing advertising. It’s mostly catalogue style. Cute, because kids are.

Until now.

There’s a new children’s brand and it’s aiming for more than cute. It has something to say. It’s gender neutral. And it’s Celine Dion’s. Dion has teamed up with established children’s clothing brand, nununu, to launch her brand, Célinununu.

The launch ad is anything but the standard fare. It’s strange, strangely entertaining, and delivers brand’s point of difference. In the ad, Dion breaks into a maternity ward where the babies are segregated and identified by pink or blue décor and clothing. Dion delivers a manifesto about parenthood in the voiceover that accompanies this scene.

“Our children. They are not really our children. As we are all just links in the never-ending chain that is life,” she states.

“For us, they are everything. But in reality, we are only a fraction of their universe. We miss the past; they dream of tomorrow. We may thrust them forward into the future, but the course will always be theirs to choose.”

Dion then sprinkles the room with “fairy dust”, which turns everything into black & white. The baby’s clothes now wear nununu logos. But the hospital’s security guards arrive and chase her down then expel her from the hospital, while she protests that she is Céline Dion – a humorous comment about the diva mentality.

The range is available to buy on Celinununu’s website, where the brand explains its purpose, “Celinununu unites two forces by one voice: fashion has the power to shape people’s minds. Inspire your children to be free and find their own individuality through clothes.”