Pantene’s new spokesperson is one-year-old Baby Chanco

Images via P&G Japan Hair Care Communications

Try not to die from the cuteness.

Pantene may have 74 years of history behind it, but we can say without a doubt, its new campaign is the best one yet.

The brand has signed up Baby Chanco as its latest spokesperson, in a move that is totally genius.

For the uninitiated, the one-year-old from Japan quickly became a sensation when her mum began sharing pictures of her truly epic mane online.

After capturing the attention of the world, Baby Chanco had an article in People, which proclaimed that she was deserving of her very own Pantene commercial. And it seems the brand got the hint.

“We went straight to her mother because Chanco’s personality and special character matches our image for women we want to support,” P&G Japan Hair Care associate brand director, Yoshiaki Okura, told People recently.

The advert sees the bub pose alongside Japanese tv announcer Sato Kondo, with the mission to inspire positivity.

Alongside the advert, Baby Chanco has also scored a short film, which tells the story of how her mother embraced her hair in the face of criticism.

Try not to die from the cuteness while you’re at it.

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