Connect launches Dry Like Me at the big-spending monsters of the baby pants world

We don’t feature pants that often – and when we do it’s usually the Victoria’s Secrets of the pants world, for some reason – but here’s a new campaign from midlands agency Connect for Dry Like Me, a company founded in 2011 to take on the likes of P&G with its potty training pads and making its TV debut.

It’s pants isn’t it? But rather well done.

On this subject here’s another, from Saatchi New York for P&G’s Luvs.

Pretty good too – and another skilful use of thirty seconds.

MAA creative scale (for both): 7.

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