You expect to see car and alcohol commercials at the Super Bowl but there are always a few wild cards. This year’s wildest card is Huggies. It’s obviously a first for the brand, a novel idea by Droga5 New York, which won Kimberly-Clark Corporation’s baby care business a year ago.

The commercial will feature babies born on game day, February 7. This, too, is a first – both for Kimberly-Clark and Super Bowl broadcaster, CBS. The 30-second spot will air in the second quarter and will be made from user-generated content captured by families and shared virtually with the brand’s production team.

“This moment will provide Huggies with unprecedented reach and impact as we introduce our new creative platform and brand refresh in the United States,” stated Rebecca Dunphey, president of personal care at Kimberly-Clark North America. “We’re rolling out the red carpet for game day babies and ensuring parents everywhere know that Huggies is their partner and guide to navigate all of the unknowns that babyhood presents.”

While the commercial will celebrate the many joys of babyhood, Huggies is also lending a hand to the millions of parents globally unable to access enough nappies. Huggies plans to make a series of 10,000 diaper donations to local diaper banks near several area hospitals helping to share game day delivery stories, as part of its broader commitment to donate more than 10 million diapers to the National Diaper Bank Network throughout 2021.

Mindshare is managing campaign media Weber Shandwick, PR. The TVC is being supported in digital and social media, shopper marketing and PR.

“Huggies diapers and wipes are a huge part of babies’ lives from the moment they’re born, which is why we wanted to introduce the world to a few newborns who arrive next Sunday,” Dunphey added. “We believe this would be the first time game day newborns will appear in the broadcast, and we’ll be working diligently all the way up to kick-off to deliver a commercial that makes ‘baby history’.”