Running its campaign slogan ‘Your bed: the most important place in the world,’ Flex’s advertisement is tasteful in its depiction of the young family welcoming its newest member into the world. Since it first aired in 2009, the commercial has been shown through channels across Spain and has received millions of views on YouTube alone. Several weeks later, many in Spain watched in amazement as they too witnessed the baby’s birth, captured on television in a well-crafted advertisement for Flex, a staple mattress company in Spain with wide success on the international market. Unlike other births that occurred in the world that day, however, Waira’s birth was unique because millions of people in Spain and abroad would soon see the intimate details of her mother Carol’s labour on a television commercial, including Waira’s crowning and the baby’s emergence from Carol’s body.īefore the birth, Carol had welcomed members of a film crew from a Spanish advertising company into her home where they filmed the entire birth process, from Carol’s early labour through to the pushing phase, actual birth and finally breastfeeding of the newborn Waira. On 21 March 2009, a baby named Waira was born at home near Barcelona in the charming neighbourhood of La Floresta.
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