Okay, Huggies. Your revised campaign is better than the original, which featured dads ignoring their babies to watch the football game–apparently willing to let those children wallow in filth rather than paying attention to when a diaper might need changing.

But when you planned the new spots, did anyone say, “Why are five dads leaving the same house to wander aimlessly around the mall with their babies?”

Two dads, sure. But how many people live in that house? Or are they supposed to have carpooled? No way they fit five adults and five infant car seats into one vehicle.

I don’t expect every commercial to think through every bit of continuity. But I do think that I shouldn’t watch it and start thinking, “How is this scenario supposed to work?”

Keep it simple. Don’t distract viewers from your message.