My cousin works in film editing, and one of the projects she was working on was an add for Huggies. I guess Kimberly Clark is in the process of imagining their products, and one of the marketing strategies was getting to know their customers. So they spent a few days with mothers who use their products, in order to present a pitch reel.
According to my cousin, it ended up looking like a Pro-Choice commercial.
All of the mothers were teenage or young mothers who were (or appeared to be) extremely unhappy. Their babies were crying non-stop, and a lot of the mothers were heavy smokers.
On top of that, the director was a miserable man who had just had a second kid that he didn't want, and so he kept telling her: "I WANT THE HUGGIES TO BE SAD!"
My guess is Kimberly Clark has to reassess their target demographic, and find a director who loves babies.