They have developed a pair of belts that allow fathers-to-be to feel their unborn baby kick.
The belt has been developed by the nappy manufacturer Huggies, in conjunction with the creative agency Ogilvy & Mather Argentina.
The belts can be worn by expectant parents allowing the father to feel the baby's movements as they happen.
A video of the belts in action shows a pregnant woman fitting the white, bump-shaped belt around her waist. Her partner is then seen to put a similar device around his waist - and the two are connected. It then shows the man's tearful reaction as he feels the baby move as though it is inside him.
One father said: "I feel her moves. I feel her kicks."
Another said: "He's moving a lot."
The belt are still in the development stage so don't EXPECT them to be on sale for a while yet!