Just saw one of these adverts.
Really not clear what it was advertising, it's a 'bloke' promising to help his wife when the baby wakes up at 3am, 4am, or 5am.
Essentially promoting bottle feeding as a better lifestyle choice for the enlightened father.
I was disgusted, because he says 'I promise to be ...' where '...' is some aspect of being supportive of the mother. But the implication from the advert is that this is being said while she is still pregnant, because if the baby has already been born, it wouldn't really make sense to promise something. So the very strong implication is that this is for a newborn, and of course advertising newborn milk is illegal.
They don't even tell you what kind of milk thy are advertising, just a very brief flash at the end, SMA Red (six month+), when all the advertising before has been about younger babies (for instance you would FAR more associate waking up all through the night with younger babies).