The campaign launches on The Baby Channel in September, with a 60-second TV ad featuring a baby in its mother's womb talking to a camera.
A press and poster campaign will run later in the year and an ambient campaign is in production.
The TV spot features a baby telling viewers that "the day I'm born there's a once in a lifetime opportunity to take my stem cells from the cord that connects me to mummy".
The ad was produced and directed by Simon Impey and Stephen Campbell at Open, visual effects were created by Unit, and the sound was designed by Wave.
Shamshad Ahmed, Smart Cells chief executive, said: "This campaign is the first time that Smart Cells has embarked on TV advertising.
"The team at Open Soho have been fantastic to work with; I have greatly appreciated their flexible approach and the creativity they have demonstrated."
Impey said: "We have many years of communication and marketing experience behind us and have produced award-winning print, broadcast and ambient advertising for some of the world's largest brands -- the Smart Cells campaign was no less exciting."