Pampers creates a fantasy-world lullaby

The agency worked with MassiveMusic to rewrite the classic lullaby 'Hush Little Baby' with lyrics reflecting the charmed life the mother wishes for her baby—one in which everyone goes out of their way to protect and please the little one.

For example, construction workers stop their work as the kid's pram passes and an uncle promises to stop smoking before visiting the babe.

Ad Nut expected the whole thing to veer off into what Tham Khai Meng recently termed 'Sentimental Cheesecake Land', and it nearly did, but with just enough surprises along the way to make it palatable.