I don’t know a lot about baby strollers. In fact, I don’t know anything about baby strollers. But if I needed one, I could easily be persuaded to buy a Britax stroller after seeing their new campaign.

The ads feature nude women, presumably mothers, holding and/or cradling their babies. This scene transitions to a stroller holding the same baby in the same position. The ads, created by New York-based agency Gotham Incorporated, seek to prove that Britax strollers closely replicate how a mother would hold her baby: safe, comfortable and secure.

Personally, I think Britax is taking an exciting approach to a sometimes dull product. The ads are beautiful and striking but also a little edgy and arty… just like motherhood. Take a peek and judge for yourself!