The announcement that Kate, the Duchess of Cambridge 'was delivered of' a son on Monday had followed nine months of frenzied media attention, wild speculation and column inches across the globe.
It is no surprise, therefore, that brands wanted a piece of the pie, no matter how spurious their connection with royalty.
While some advertisers showed impressive innovation, others displayed a distinct lack of dignity, while some were royally desperate.
From the cringey to the creative, take a look through the desperate attempts of brands trying to cash in on the royal babe.
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