Super absorbent Pampers pens

Briefed to demonstrate the super absorbency of Pampers Nappies as a direct mailer, Saatchi & Saatchi produced a 'floating action pen', normally filled with liquid in which an object moves up and down the pen as it is used. There was no liquid in this pen - instead it contained only a baby wearing a Pampers nappy, demonstrating the super absorbency feature of the product.