Baby Finn’s moment of fame in advertising campaign

October 23, 2024

Next time you’re out shopping look up at the video boards and you might just see one of our CLAPA community babies advertising Pampers nappies.

Finn, who was born last year with a unilateral cleft lip and palate, has really taken to the modelling life.

Mum Chloe smiled: “He’s quite the natural in front of the camera and so calm in the studio. I think these adverts really help other parents to see a baby with cleft out there. I know it would help me.

“When I was pregnant with Finn I remember seeing a photo on a toy’s packaging, of a baby with a cleft. While going through pregnancy fraught with worry, not knowing what to expect, that baby completely blew my mind. Seeing a baby with a cleft in such a mainstream setting was a complete game changer for me. It was so comforting. I’ve kept that toy packaging to this day as it was so special.

“Because of that moment, if I see a photo shoot I think is a good fit for Finn I’ll put him forward for it, for other parents who are affected by cleft. I know how it made me feel seeing that baby that day.”

“Because of that moment, if I see a photo shoot I think is a good fit for Finn I’ll put him forward for it, for other parents who are affected by cleft. I know how it made me feel seeing that baby that day.”

Finn has also been photographed for a play mat brand and, with his older toddler sister, for a children’s clothing company.

“Parents have commented on those photos, saying one of their children was born with a cleft, and it was so lovely to see a baby like theirs. I won’t be putting him forward for these shoots as he grows up, but for now these comments confirm why I’m doing this.”

Chloe is an active member of the CLAPA community parents’ groups. It was while on one of the group’s Facebook chats she saw a photographer’s call for babies with visible differences, including cleft lip. Chloe sent the photographer Finn’s details and photos.

“She came back straight away saying her client absolutely loves him and sent me the information – and it was for Pampers! I was like, ‘wow, that’s not what I was expecting’, and it just went from there.”

Chloe said they were paid for the video filming shoot and given “lots of packets of Pampers”, not knowing if Finn’s footage was going to be used for the nappy advert.

“And all of a sudden, someone sent me a photo of a huge advert in the middle of London, saying ‘I think that’s Finn’ and I was like ‘oh my gosh!’”

“I was under the impression it was just going to be an Instagram or Facebook advert. We were waiting and waiting to see if he made the cut. I followed all their social media to see if he would appear. And then, all of a sudden, someone sent me a photo of a huge advert in the middle of London, saying ‘I think that’s Finn’ and I was like ‘oh my gosh!’”

Finn was chosen to be in a group of eight babies giving “rave reviews” of Pampers new-style of nappies. The video advert is part of the brand’s ‘Babies of Britain’ campaign, fronted by celebrity dad Olly Murs.

The advert was launched across prime London locations, including train stations and shopping centres, and is now being rolled out nationwide.

“Someone sent me a picture of the advert the other day from the centre of Manchester,” added Chloe.

“Sadly, I didn’t get to see the screens in London. We’re in Reading and are really hoping they come to smaller cities like ours too.”

Finn was born with a unilateral cleft lip and palate. His cleft was discovered at Chloe’s 20 week scan.

“My only knowledge of cleft was a child at school. I went through the process of grieving the experience you think you’re going to have.

“I’m very much a breastfeeding advocate, having exclusively breastfed my daughter, so not being able to traditionally feed Finn was probably the worst part. But, through a lot of determination, I managed to feed Finn exclusively on my expressed breastmilk for eight months. Feeding and reflux issues have been a real challenge.”

Chloe said one of the greatest challenges is the lack of awareness in the mainstream media or general population, despite cleft being a common condition.

“But the positives are realizing we can deal with so much more than we ever thought. It’s also a real lesson in that it doesn’t matter what you look like.

“I know so many parents have concerns about how their baby’s going to look. And a lot of us worry about how our children will feel about themselves, because we live in a society where appearances are valued over things that should be valued more. That can be a real worry when you’re expecting a baby you know is going to have a visible difference.

“But I can honestly say that everybody was so right in the CLAPA group when they said ‘as soon as your baby’s in your arms, you just won’t care’. And I just didn’t. And I still feel like that.

“But I can honestly say that everybody was so right in the CLAPA group when they said ‘as soon as your baby’s in your arms, you just won’t care’. And I just didn’t. And I still feel like that.

“And I see him in that lineup of all of those babies in the Pampers advert, typical babies and babies with visible differences, and I still think he’s the most beautiful one. His cleft just doesn’t matter.”