There is no satisfaction like that of a baby who has just filled a diaper.
Pampers sought to capture this, the happiest moment in many young lives. Set to a mock-majestic score of Strauss' "Thus Spake Zarathustra," the diaper company's award-winning new spot is a slow-motion montage of the hilarious and slightly uncomfortable expressions and contortions of a baby's face as they signal it is time for a diaper change.
You can watch as the varying stages of shock, concentration and relief -- a sequence likely familiar to most new parents -- play out across the faces of ten babies in high-definition for a full 75 seconds.
That was enough for the commercial to rack up some prizes at this year's Cannes international ads festival last month, taking home a bronze Lion in film and a silver and bronze in film craft.
The ad is not the first time the idea of spotlighting the faces of defecating babies has been put towards shilling diapers, but perhaps the most meticulously rendered.