Grammy award-winning musician and father of two John Legend is lending his talents to Pampers for Father’s Day.
The P&G brand has enlisted the help of Legend to promote its new line of Pampers Pure diapers, which the company says are made with premium cotton and free of fragrance, lotion, parabens, chlorine bleaching and natural rubber latex.
In the brand’s Father’s Day ad, Legend sings his very own 'Stinky Booty' song – which his wife Chrissy Teigen claims is the “underground hit” of their household – to his two-year-old daughter Luna.
The spot also features ‘Beleaf in Fatherhood’ YouTuber Glen Henry and photographer Jeff Mindell singing their own renditions of the song to their children.
“Whether it’s diaper duty or feeding time, we recognize that every moment dads share with their babies can create special memories,” said Andre Schulten, P&G’s North American vice president of BabyCare, in a statement. “That’s one of the reasons we’re excited to partner with John this Father’s Day – he loves being a dad and embraces every moment that comes with it.”
Pampers released its Pure variety of diapers earlier this year in an effort to keep up with the likes of The Honest Company and Unilever's Seventh Generation, both of which offer more “natural” diapers made without synthetic fragrances and lotions.
Teigen joined Pampers in March as a creative consultant for the Pure line, and has since appeared in a campaign for the brand alongside Luna.