Baby Brand Carter's Showcases Shared Language of Childhood Firsts

There is an undeniable and overwhelming joy of experiencing life through a child's eyes and celebrating their 'firsts' – from the first steps to the first bike ride without training wheels. Carter's Celebrating Firsts campaign takes these cherished moments to heart, celebrating the love, pride, and sheer delight that parents experience as they share in their children's achievements, all while doing so with confidence and style, no matter the season. 

After all, clothing is an integral part of childhood, and Carter's understands the importance of blending style with the joy of those 'firsts.' In the brand’s latest campaign spots, Carter’s has partnered with Quantasy to reach authentically diverse families, expanding on their 2021 campaign 'Fun is Back in Style.'

“In every stitch of Carter's clothing is a story waiting to be told, and with ‘Firsts,’ we’ve sought to capture the universal joy of childhood milestones while celebrating a rich tapestry of culturally significant moments,” says Will Campbell, CEO of Quantasy. “No matter your background, every family's ‘firsts’ are a part of a shared global language, and we're proud to help tell these stories.”

In one spot, you will see a Hispanic family cooking while their baby eats and their toddler roams the kitchen. Two mugs sit on the counter, one with a Dominican flag and one with a Puerto Rican flag facing each other, each representing mom and dad, respectively. The family is cooking up a big pot of Sancocho, a Puerto Rican dish similar to beef stew that the creative director got from a local Puerto Rican restaurant for the shoot. Abuelita cares for the second child in the background, as she is a pillar for so many intergenerational families. 

Another spot highlights a Black family as their baby takes his first steps, quickly evolving to another milestone – the first day of school. The mom is finishing up her son’s twists while he’s rocking his new sneakers and fresh Carter’s clothing. The attire symbolises not just clothing but an armour of confidence. The father, a beacon of love and support, engages in a heart-warming dance with his daughter, a moving portrayal of the unity that defines their family bond.

Targeted at parents of children aged 0-11, the campaign will span programmatic online video, social media, programmatic connected TV, and programmatic display platforms from now through the end of the year.