Carter's is Made for This

Carter’s, America’s favourite baby brand for over 150 years, and agency partner Venables Bell + Partners have teamed up once again to create the next instalment in the brand’s recently launched Made for This campaign, just in time for the holidays. 

The campaign reminds parents and caregivers of their inner strength and resilience, and their ability to tackle the challenges and insecurities that inevitably surface throughout the parenting  journey. And there’s no better time to reinforce that message than during one of the most stressful times of the year for parents, the holiday season.  

Carter’s newest spot, Bedtime Story, offers a heartfelt look at an ordinary yet often herculean task performed by parents, the bedtime routine. We see a dad wrangle his two rambunctious daughters while mom calls in from afar. She offers an impromptu holiday-inspired bedtime story that holds a warm and supportive underlying message for her husband,  acknowledging him for the wonderful father that he is, no matter how imperfect or exhausting the role can be at times.