Much is made of a babies first smile, word and step. Yet there is one magical moment that happens many times a day which for the parent is often a cause of stress and irritation whist for baby it can provide endless joy, surprise and ultimately satisfaction. 

Yes we're talking about the moment when your little precious turns from being a bundle of joy to being a poo machine that turns their nappy into a bundle of...well you get the idea!

Set to a majestic score of Strauss' "Thus Spake Zarathustra," Pamper's award-winning new ad is a slow-motion montage of the hilarious and slightly uncomfortable expressions and contortions of a baby's face as they signal it is time for a nappy change....and it is glorious!

Behold...Pooface!