And so the Duke and Duchess of Cambridge William and Kate announced the birth of their first son, as the whole world waited to hear the news. With months to prepare, a number of brands seized the moment to release adverts through Twitter to celebrate and congratulate the couple. Here are some of the best.
An extension of the #shareacoke campaign that works perfectly.
VisitBritain aims to celebrate both the new Prince and the tourism attractions he will one day govern as King.
Known for its newsjacking abilities, (remember 'You can still dunk in the dark'?) Oreo has once again come up trumps with its social media campaign in reaction to the birth of the royal heir. Featuring a milk bottle and Oreo cookie atop a stately cushion, the timely campaign was tweeted out with the message 'Prepare the royal bottle service!' as soon as the news of the baby's birth broke.
Air New Zealand
Marks & Spencer
This one takes some explaining, with the retailer releasing a number of staged pictures involving baby boys giving the Prince etiquette advice. Very cute.
BT broadcast its message of congratulations to the whole of London using its LED screen at the sign on the telecoms Tower.
Jelly Babies offer sweet wishes to the new baby.
A simple ad featuring the company's new brand mascot, Brian, targetting another potential customer in a couple if decades we're sure.
Magnum uses its mini version as a baby...just as the hot weather gives way to rain.
Silver spoon, gold potty?
Johnson & Johnson
No more tears?
The Sun celebrates the fact that a lot of celebs have had babies this year which we are likely to hear a lot about in the future with their royal ad created by Grey London.
Surely a stork isn't royal enough? The royal baby is delivered by a swan in this advert, with the picture by award-winning still life photographer Jenny Van Sommers.
Kate no longer has a bun in the oven.
Krispy Kreme launched a Royal Baby themed bite and reveal range of chocolate doughnuts, filled with either pink or blue cream, as well as a downloadable baby bingo game.