A mother’s voice can be so reassuring. Someone at Venables Bell + Partners has realised that. The agency’s new commercial for baby brand, Carter’s, is built around a mum’s Voicemail message, which helps her daughter’s confidence grow as she bathes her newborn son. The aim of the spot is to reassure all new parents and caregivers that they have the strength and resilience they need. That they can.
Voicemail from Mom is the first commercial in Carter’s campaign, Made For This, and the first from Venables Bell + Partners for the brand after becoming agency partner. The campaign also subtly underlines Carter’s role as both a baby “authority” and a new mum resource.
The spot was directed by Stink’s Eliot Rausch, who is known for crafting emotionally stirring and resonant narratives for both film and commercials. Additional spots will be released in the weeks ahead. Made For This has launched in conjunction with the Carter’s Baby Love Event, one of the brand’s biggest moments of the year in the US, and will run across social and OLV initially, with streaming audio, connected TV and more coming to life across the campaign.
Matt Keats, group creative director at Venables Bell + Partners commented, “Today, more than ever, parents need reassurance. So having the opportunity to partner with Carter’s and speak to them in an authentic way and let them know that they are seen, is something that meant a lot to us. Made For This is about acknowledging that parenting is really hard, but that’s also what makes it really worth it. And who hasn’t gotten that voicemail from Mom?”
Jeff Jenkins, EVP, global marketing at Carter’s, added, “As the most trusted baby brand for generations, Carter’s is with parents from the start and along with them on their journey, from joyful milestones to challenging ones,” said Jeff Jenkins, EVP, Global Marketing, Carter’s Inc. “We want all parents to believe in themselves — and the ‘‘Made for This’ campaign celebrates all that parents are doing for their little ones, turning an ordinary everyday moment into an emotional and inspiring one.”
Credits:
Client: Carter’s
EVP, Global Marketing: Jeff Jenkins
VP, Brand Marketing: Jenna Bromberg
Senior Creative Director: Darryl Powlus
Director of Marketing: Ryane Montañez
Brand Marketing Manager: Breanna Brimberry
Agency: Venables Bell + Partners
Founder & Chairman: Paul Venables
Partner & President: Kate Marceau Jeffers
Partner & Chief Creative Officer: Will McGinness
Group Creative Directors: Matt Keats & Matt Miller
Senior Art Director: Ellie Aliabadi
Copywriters: Collin Smith & Crockett Jeffers
Brand Supervisor: Kylie Mugg
Head of Integrated Production: Hilary Coate
Producer: Ben Latimer
Director of Business Affairs: Quynh-An Phan
Co-Heads of Strategy: Katy Alonzo & Gavin Jones
Senior Strategist: Gabi Levi
Production Company: Stink
Director: Eliot Rausch
DoP: Cambio Fernandez
Production Designer: Miranda Lorenz
Executive Producer: Elizabeth Minzes
Head of Production: Ari Schneiderman
Producer: Robyn Moskow
Editing: Cosmo Street
Editor: Marlo Caine
Executive Producer: Yvette Cobarrubias
Producer: Chelsea Spensley
Post-Production: Kevin
Senior Executive Producer: Sue Troyan
Producer: Andrew Cowderoy
Colour: Primary
Colourist: Gregory Reese
Producer: Jenny Bright
Music: Hook & Line
Producer: Bernardo Castro
Executive Producers: Abby Diamond, Brian Senti
Audio Post-Production: One Union Recording Studios
Executive Producer: Jaylen Block-Smith
Producer: Michael Swarce
Mixer: Joaby Deal
