Little Sleepies' Campaign Is an Ode to the Joys of Being Little
McKinney shares its latest campaign for baby and kid sleepwear brand Little Sleepies.
The spot, 'Being Little,' is the first-ever commercial from the DTC brand. In August 2024, the brand started working with McKinney to form the brand’s first creative agency partnership. Leaning into the brand’s mission to inspire more moments of joy, comfort, and togetherness, a team made up entirely of moms at McKinney set out to help bring the brand's mission to life.
The :60 spot is an ode to the joys of being little. What’s “the best part of being little?” the eight-year old narrator, Charlie, asks. The spot goes on to celebrate some of those moments, and because the cast featured real families, the connections and moments are genuine. With brand-new walkers on set, the first steps featured in the spot are 100% real. This was McKinney producer Kate Rauber's first shoot back from maternity leave, so she knew first hand to plan the whole shoot around nap times, and it went off without a hitch.
When the team dreamed up this spot, they thought about all the little ways kids find comfort. The insight was that sometimes, the best comfort comes from someone who's been there before, even if it was just a couple of years ago. So, they created a moment where a little-big-kid shares some heartfelt, tried-and-true advice with the tiniest ones, making sure they always know where to go for comfort: Mom.
'Being Little' is now live on CTV and social channels. See the brand’s Instagram post showcasing how the campaign is resonating with audiences.
Little Sleepies was started by Hollywood film executive and mother-of-two, Maradith Frenkel, who set out to create the perfect fabric for her new born with eczema in 2016. Frenkel launched Little Sleepies in 2018, and by 2023, the brand, led by CEO, Sandeep Verma, was named #1 in retail, #17 in California, and #74 overall on the Inc. 5000 list.
“As we’ve grown, our mission to inspire more moments of joy, comfort, and togetherness has crystalised as our North Star,” said Sandeep. “At this stage in the company’s life cycle, it was important that we bring scale to our brand messaging, and McKinney has been an ideal agency partner, helping us navigate several exciting and sometimes intimidating marketing firsts. Together, we can’t wait to see where we take this brand next!”
“The opportunity to partner with Little Sleepies, a brand with a strong purpose, is exactly what we hope for as an agency,” said Jasmine Dadlani, chief strategy officer, McKinney. "Being a team of mostly moms and brand fans, ourselves, made it almost intuitive to know how to capture the attention of other parents new to the brand."
