Children's Clothing Brand Campaign Highlights the Perseverance of Today’s Working Parents

Carter’s, America’s most recommended children’s clothing brand, has just released their third installment to their “Made for This” campaign, created in partnership with Venables Bell + Partners.

The newest video entitled “Work Email,” shows a woman navigating her life as both a professional and a new mother. In the spot, she returns home and reads an encouraging and supportive after-hours email from her boss before changing gears and soothing her newborn.

“As a company, Carter’s has spent over 150 years by parents’ sides. We’ve been there for the challenges that every parent inevitably faces, and for the many joyous milestones,” said Jeff Jenkins, EVP, Global Marketing, Carter’s Inc. “Our ‘Made for This’ campaign comes from a place of optimism and looks to remind parents of their inner strength and resilience, things that feel especially important to recognize during these unprecedented times.”

VB+P Group Creative Director Matt Keats added, “Juggling professional and personal lives has never been harder, or more important. This opportunity to partner with Carter’s and acknowledge the struggle and celebrate the perseverance and triumphs of working parents means so much to us. The reality is, these emails don’t happen often enough, and we feel this is exactly the empathetic message parents need at this moment.”

“Work Email” was directed by Eliot Rausch and Stink Films, who also directed and produced the last spots for this campaign, “Voicemail from Mom” and “Bedtime Story.”