European eco-warrior brand Ecover has unveiled its latest campaign for its fragrance-free laundry detergent that manages to be as cute as it is surreal.

The spot roasts traditional ethereal perfume ads by inventing a new fragrance called ‘L’Eau de Bébé’ that comes with the wonderful smell of a new born baby.

Apparently, the point is that if you use Ecover’s Zero laundry detergent, the only thing you’ll smell is yourself, or, in this instance, the baby.

The ad’s the work of London-based indie agency Uncommon and comes complete with a string of beautiful models, ultra cute babies, a healthy environmental message, and a few laughs. What’s not to love? Check out the madness below: