And we thought Anthea Turner and Grant Bovey chowing down on Flakes on their wedding day for OK! was questionable... This is just Dreftful (apologies).
We all went 'naaaaaaaw, lookit' when we saw this photo of Kevin Jonas' newly birthed first born via Twitter. So cute is the babbie we failed to notice that it came via @Dreft and it had branding in the corner.
In fact, even while Danielle was in labour, Kevin was tweeting about Dreft: "Babyjonas is on the way!! Follow dreft for all the updates!!!!!!! It's showtime #thisisnotadrill"
This is also #prettyfarkingweird. Imagine, there you are, enduring a pain which no words can do justice (if you're pregnant reading this; just breathe, you'll be fine), and there's the other half is fiddling with his phone, saying: "sorry, honey, gots to pay the bills!" For the record, the Jonas Brothers split last October, so this must be Kevin's new career choice.
Prior to the labour posts, there were some telltale signs such as: "Love using @Dreft as we prepare for Baby Girl! Follow @Dreft for exclusive content from our growing family! #BabyJonas." As you can see, Danielle was getting some cradling practice in.
Needless to say, the feedback hasn't been entirely positive.
@Adweek: "Procter & Gamble appears to have sponsored the birth of Kevin Jonas' daughter."
@sugarscape: "Kevin Jonas announces birth of baby daughter - via the twitter account of a washing powder. Yes really."
@Gigwise: "Jonas Brothers singer introduces newborn son to the world in the most tasteless way possible - a sponsored tweet"
@philhawkins87: "This story about the sponsored Jonas baby is one of the most bizarre things I've read in a long time"
Yep, since you read about Anthea Turner and Grant Bovey pictured scarfing Flakes on their wedding day back in the year 2000.
Over to you, Kimmy... You didn't organise to have North emerge from the womb clutching a baby-sized Birken, which is commendable, but you can make up for that on your wedding day surely.