[Warning: this article and video contain language some readers may find offensive]. Canada’s Down Syndrome Society has unveiled its latest campaign that’s as delightfully potty-mouthed as it is powerful.

The ad features a number of delightful folk with Down Syndrome who urge the watcher to do one thing – never say sorry when a baby is born with Down Syndrome.

Titled “Anything But Sorry”, the campaign is the work of creative agency FCB Canada, and sees the participants answering common questions they’re often asked – all with great wit and lewdness. Check out the fun and powerful spot below.

This latest incarnation follows previous work for the Down Syndrome Society which took home a Cannes Lions in 2016.

Commenting on the new campaign, Nancy Crimi-Lamanna, co-chief creative officer at FCB Canada, told US industry site Ad Week: “In talking to parents of children with Down syndrome, a recurring and devastating theme kept emerging.