Baby brand, Tommee Tippee, is billing its Ultra Bottle as the only baby bottle you will ever need. And McCann New York is cheekily suggesting that you can, therefore, discard all of your old baby bottles.

There’s also an incentive. It’s the Cutest Cause, and the cutest cause.

In the US, Tommee Tippee and McCann have teamed up with the Cincinnati Zoo. The zoo is desperate for baby bottles – for its orphaned baby cheetahs, Leroy, Sally, Nancy and Phil. For its baby panda. For its baby koala. All of which feature in the campaign ad. What the ad lacks in creativity, it more than makes up for with cute appeal.

Plus Tommee Tippee and McCann have made it ultra easy to donate your old bottles.

When you buy an Ultra Bottle, you simply drop your old ones into the Ultra Bottle packaging and ship them, reply paid, to the Cincinnati Zoo’s nursery. The box comes with a hang-tag that includes a prepaid shipping label to the zoo.

McCann NY art director, Lizzie Wilson, noted, “There is something undeniably magnetic about baby animals, with their tiny paws, and furry little tummies, and we liked leaning into the insight that a lot of people might even find them cuter than human babies. We also really like the idea that parents across the country could give their old baby bottles a second life by simply mailing them off to the Cutest Cause in history.”