Baby blowouts, a parents’ first test of unconditional love, and a relentless source of parental anxiety. There will be more of both, but this is the one Huggies Little Snugglers was born to solve. And the brand is doing so in grand style, testing its famous blowout protection on half a million dollars’ worth of luxury items.

The idea comes from McCann New York and McCann New Zealand, and the stunt is aptly titled Expensive Sh*t.

Streaming on March 12, the one-hour live event will feature 18 “just-fed” babies crawling and wriggling across nearly $500,000 worth of goods, including antiques, designer pieces and even a luxury convertible. The only thing standing between those items and disaster is the diaper.

The campaign is aimed at Gen Z parents, reframing the everyday fear of leaks as a product demo while tapping into wider conversations about household costs and protecting everyday belongings.

The work has launched with teaser content and will run across social, digital, influencer channels and PR, with creators including Carmen Marina, Alyse Novo, Susan Agli, Jennifer Mueller, Samantha Lulu and Baylee Breyda supporting the push.