Lost Toy

SMA and Publicis London have launched a new TV and online campaign for SMA Toddler Milk reminding parents that naughty behaviour is a sign that their toddlers are developing well.

The work is the next instalment in the You’re Doing Great brand campaign that launched in 2013, smashing the category cliché that life for parents with young children is always perfect.

The spot is accompanied by print executions released earlier this year.