Pampers launches their new product, diapers for prematurely-born babies, in a deeply touching spot from Saatchi & Saatchi London, directed by Luke Franklin.

Set against the lyrical backdrop of Skylar Grey’s “Coming Home,” “Little Fingers” takes us to Southampton Hospital’s neonatal unit, where tiny infants born under these stressful circumstances, fight for their lives and their chance to come home with their parents. And as parents grapple with the long, difficult road ahead of them, there’s some comfort in knowing they have a product designed to meet their specific needs, a new specially-designed diaper that allows them to “bond with their babies in trying circumstances,” as David Reviews notes. “Moving and sensitively shot, the film underlines the brand’s commitment to babies of all shapes and sizes.”

The spot premieres alongside a partnership with Bliss, a charity that helps support premature babies and their families, to make sure that those most in need receive the new Pampers nappies.

Read more coverage of the new campaign on Creativity and Huffington Post, and view more from Luke Franklin here.