Last edited Sun Sep 30, 2012, 12:54 AM USA/ET - Edit history (1)
It is, apparently, the latest CofE effort to connect with an increasingly secular Britain.
In a very weird and creepy way.
If you click through the links, you'll get to the page of the ad agency in charge of this. Their explanation is good for a laugh, especially as you start imagining billboards with this creepy baby dotting the landscape.