Skip to main content

The Globe and Mail

Sexy baby-diaper ads: très cute or 'borderline porny'?

You can practically hear one of the morally oblivious fashionistas from the world of Zoolander saying it: "Babies, they're so hot right now!"

In that world, the advertising campaign for Huggies' new limited-edition denim diapers, set to go on sale in Canada in June, wouldn't ruffle any feathers. But here in the real world, the ad has stirred controversy over its depiction of a baby attracting appreciative glances from adult members of the opposite sex.



In the advertisement, a toddler wearing a collared shirt tucked into a denim diaper struts down the street as a man's voiceover says, "My diaper is full. Full of chic!" and "When it's No. 2, I look like No. 1." When two women see the boy, they pull down their sunglasses to stare as if they were looking at a hot male model.

Story continues below advertisement

"It's moderately funny but also moderately disturbing," one commenter wrote on www.fashionist.ca, which posted the ad last week. "I laughed but not sure how I feel about the sexy baby. I mean, what's next?"

One commenter on nymag.com called it "abhorrent" and "borderline porny."

Many others, however, say the ad is clearly meant to be taken humorously.

"How can you think that is anything other than just funny and cute?" one said.

The Huggies commercial isn't the only recent ad to sexualize babies.

Earlier this year, a Korean advertising agency created ads for Good-Nites that resemble David Beckham's latest Armani underwear campaign. Just like in the Beckham ad, the diaper-clad baby stares defiantly at the camera while twisting a rope around his glistening body.

There are really only two differences between the two highly sexual ads: One, the baby is wearing a diaper and not, as Mr. Beckham is, underwear. Two, the baby is a baby! Creepily sexualizing children, it's so hot right now.

Story continues below advertisement

Report an error Licensing Options
About the Author

Dave McGinn writes about fitness trends for the Life section and also reports for Globe Arts. Prior to joining the Globe, he was a freelance journalist, covering topics from trying to eat Michael Phelps' diet to why the Joker is the best villain in comics history. He's working on improving his 10k time. More

Comments are closed

We have closed comments on this story for legal reasons. For more information on our commenting policies and how our community-based moderation works, please read our Community Guidelines and our Terms and Conditions.

Combined Shape Created with Sketch.

Combined Shape Created with Sketch.

Thank you!

You are now subscribed to the newsletter at

You can unsubscribe from this newsletter or Globe promotions at any time by clicking the link at the bottom of the newsletter, or by emailing us at privacy@globeandmail.com.