In recent weeks, we’ve run a few items about the cutting edge fashion revolution in diapers. We’ve also discussed how diaper companies are only now beginning to recognize that men actually change diapers from time to time.

Frankly, I always just thought diaper marketing was about moving units (zing!). But apparently not. Here’s an ad from Luvs, which isn’t really even about diapers at all, but about how to tell your family–in this case, the father–that a new baby is on the way. Enjoy.