To be absolutely bawling at the new pampers preemie advert?

[teaandcustardcreamsx]

New premature baby pampers advert on tv, along with the song wires. That was absolutely heartbreaking. Especially running down corridors with all the nurses and midwives walking in the corridors

Ah it got me too, I think even worse as I am 27 weeks pregnant...!

Stopped me in my tracks during GBBO last night. I didn't know the song before, but my husband tells me it's Wires by Athlete.

Link?!

Yes! Also during GBBO ads last night. It was so emotional. That song, Wires, was written about the singer's (I think - someone in the band anyway) baby being poorly when they were born. It's always got me and the videos made it even more emotional.

en.m.wikipedia.org/wiki/Wires_(song)

Yes, the lead singer apparently.

That song sets me off every time I hear it!

Does anyone else find it inappropriate to use the topic for advertising?

I’ve had 2 preemies, weighing 2lb 13oz & 1lb 4oz, earliest being 27 weeks and even though it’s been 13 years since the last birth, that song still brings me to tears.

That bloody song gets me every time. The daughter of the singer must be a teenager now as it was released in 2005! But it came out shortly before very poorly DD was born. And always takes me back to that place. Makes me cry every time!

There have been many criticisms for pampers advertising this - but why? They provide a lot of special care nappies. I think it’s fair and honest to acknowledge the need for them.

My Mum always says how this song reminds her of when I was poorly in hospital after I was born - and I’m 35! Wish I hadn’t played it for her, it makes her quite emotional! Lovely song though.

@Selmaselma

Does anyone else find it inappropriate to use the topic for advertising?

Yes, me. Heart strings are brilliant tools for advertisers but fucking hell this is low

Does anyone else find it inappropriate to use the topic for advertising?

Yes I do.

It's not a new advert, it's old footage rehashed from 3 years ago. I complained at the time, firstly because I think it's disgusting to use other people's most painful experience to sell nappies. Secondly, because for people like me who did not get to take home a healthy recovered baby - or any baby at all for some, it's extremely distressing to see those sorts of images on telly. I don't want to be reminded of what was the worst time of my life while I'm watching bake off. I don't care if it makes other people feel warm and fuzzy to see extremely ill babies in nicu.

The original advert was focused a lot more on taking the recovered baby home. So I'm glad the new one has lost that angle. But I still don't think it's appropriate imagery to be used to sell a product.

It really got me & dh. Dc2(9) was premature, not by much, but was incredibly poorly for his first few weeks. We had 'the call' more than once in his first fortnight & that song seemed to be everywhere on the radio at the time (despite being 5/6 years old), it was like it was following us. We always tell him it's 'his' song if it comes on the radio.

Although in the TV version they did leave the “I see it in your eyes, you’ll be alright” part off, I can see why they did what with the “I’m coming home” one a few years ago.

I do find it inappropriate seeing as having seen the statics while late prem babies often are OK, there still is some neonatal death sadly.

I think the song in particularly combined with the topic definitely set me off too! (Wires athlete) Hope your DC are OK now @SassenachWitch and good luck with your pregnancy @SpunBodgeSquarepants

My yd will be 21 next week and she was born at 31 weeks. Though the song, Wires, wasn't out at the time, as soon as I heard it, it took me straight back there to the NICU ward, and does every time I hear it. I wasn't expecting the ad at all and it brought me to tears.

It was national preemie day, yesterday, which is why it was shown. If they're raising awareness, it would have been nice to have seen fewer blatant nappy shots.

It keeps coming on and I cried watching it. I dont have a premmie baby. My BF has a 3 yr old who was born at 23+5, bless him, he is amazing.
I saw a post on FB about knitting blankets 'knit a lot help a tot' I think i might do it

Just read the comments and I don't think it was inappropriate. It was sponsored by Bliss and yesterday was International Premature Baby day www.bliss.org.uk/support-bliss/world-prematurity-day/what-is-world-prematurity-day

I had a preemie 7 months ago now. Was so incredibly hard. I haven't seen the ad yet and think I may try to avoid it judging by these comments!

Our first little boy died having been born very prematurely. That advert last night was really too much for me. Appreciate that I am in the minority (thankfully).

They do one every year. Luckily we don’t watch live TV very often so I haven’t seen this one. They wreck me after spending a couple of months in NICU with DT2. What’s strange is that at the time I didn’t get upset at all, it was just our normal and I didn’t know any different. It was only later that it really affected me.

I wish they wouldn’t do them personally - they’re so triggering for so many people, and birth trauma is so rarely dealt with or treated properly. Throwing this in front of people with no warning is cruel in my opinion.

There was a small bit before the ad started, it didn't just go into it, which said what the following ad was going to be about. I appreciate that for those whose premies didn't survive this is a very emotive subject, and my heart does go out to all of you. I do think this is something that needs to be talked about as when it happened to me/my yd it wasn't even something on my radar. I remember trying to find tiny nappies and even those were too big. I've kept one, a clean one, but my kids used the rest of them for their dolly's.
and unmumsnetty hugs to you all.

Yes it was world preemie day yesterday.

All 3 of mine were premature, my smallest was ds at 2lb and that teeny tiny boy is 20 in a couple of months and 6ft 3inch 😱 at the time it was so hard to find any nappies that fit, that we could buy in shops and even then it was a big boots a good hour away.

Well done pampers I say 👏🏻👏🏻👏🏻

I was Born three months early 52 years ago. My twin sister didn't survive, there wasn't any special care baby unit in those days or incubators or anything like that. I was in hospital for 3 months in a cot lying on sheepskin with lightbulbs around the cot to give me heat and light and I had a spoonful of raw egg every day to build me up. I think they gave me too much egg as I have been built up a bit too much LOL

😭😭😭😭😭