Carter’s Tells a ‘Bedtime Story’ in Campaign from Venables Bell + Partners

Carter’s and Venables Bell + Partners have once again teamed up to create the next video spot in the brand’s ‘Made for This’ campaign, just in time for the holidays. 

The campaign reminds parents and caregivers of their inner strength, resilience, and their ability to tackle the new challenges and insecurities that inevitably surface during the parenting journey. There is certainly no better time to reinforce this message than during one of the most stressful times of the year for parents and caregivers, the holiday season.  

Carter’s ‘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. Mom 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. 

“Parents know that when it comes to raising kids, nothing is ever routine,” said Matt Keats, group creative director at VB+P. “And getting your kids to bed on time can make or break your day. So for every parent who’s ever struggled with it, improvised a story, or fallen asleep in their child’s bed, we’re proud to once again partner with Carter’s in holding a spotlight up, without any holiday sugar coating, and to remind them that they truly are Made for This.” 

The spot was directed by Eliot Rausch and Stink Films who also directed and produced the first spot in this campaign, ‘Voicemail from Mom’.