The film starts with shots of tiny premature babies in incubators, covered in wires and tubes. A slow, emotional cover of Frankie Valli’s ‘Can’t take my eyes off you’ plays throughout. As the lyrics say ‘I want to hold you so much’, we cut to parents looking at their babies. Their desire for physical contact is palpable. The film explains how delicate premature babies’ skin is and how every touch is huge, for both babies and parents. It then describes how Pampers have developed a miniature premature nappy that is extra gentle on skin. The end sequence features Pampers’ programme of donating preemie nappies to hospitals, in partnership with their long-term affiliation with UK preemie charity, Bliss.