Since child care is a serious matter to parents, and since the product advantages are rather straightforward, you might start by adopting a rational tone. The execution might be a simple product presentation or explanatory demonstration that shows a mother easily diapering her baby while a voice-over announcer describes the product and its advantages. Under opticals and images you might select a split-screen technique that could contrast the two diapering mothers simultaneously. Moving down the format column again, you might explore a torture test demonstration. If the product lives up to it, you might show how firmly the clamps hold by fastening a huge diaper on a baby elephant.
Diaper clamps certainly solve some of the problems created by diaper pins.
Or maybe you could think up some ridiculous alternatives, like cutting leg holes in a big sponge or taking some metal clamps from the work- shop, to humorously show what parents tried to use to avoid the perils of diaper pins before plastic clamps were invented. A commercial could portray a new mother fumbling with diaper pins until her neighbor, stopping by to admire the new baby, suggests that she try new plastic diaper clamps. The new mother is dubious but promises to give them a try. This might be a product that cries out for presenters. Maybe you should use an authority-spokesperson, like a pediatric nurse or a mother of ten who has done more than her share of diapering.