Who knew an ad for baby wipes could be this funny?

All new parents learn to recognise that look - you just know what’s coming, and sure enough, that familiar smell soon follows.

Changing those stinky nappies isn't exactly everyone's idea of fun, so when the bods at Saatchi & Saatchi were tasked with making a new kind of advert for Pampers, it took some creative thinking.

What they came up with is some hilarious slo-mo footage of babies' expressions as they do their business - and it's brilliant!