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Carter’s and Venables Bell + Partners Launch 'Made for This' Campaign

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New campaign effort celebrates the strength and resilience of parents and caregivers

Carter’s and Venables Bell + Partners Launch 'Made for This' Campaign

Carter’s, America’s favourite baby brand for over 150 years, along with new agency partner Venables Bell + Partners, has just launched a new brand campaign which reminds parents and caregivers everywhere of their strength and resilience. Carter’s understands what it means to be a parent, and the Carter’s Made for This campaign celebrates parents’ inner strength, ability to rise to any challenges, fears, and doubts that inevitably surface during the earliest days with a newborn. 

“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.” 

The first spot in the campaign, 'Voicemail from Mom,' gives viewers an intimate look at one of the most precious and daunting firsts for any mom or dad: bath time. We see a new mom conquer her nerves as she embarks on the sacred bathing ritual while a voicemail from her own mother plays over the scene. The voice message is exactly the empathetic validation that she needs. 

Carter’s and VB+P teamed up with production company Stink and director Eliot Rausch, who is known for crafting emotionally stirring and resonant narratives for both film and commercials. Additional spots in the Made for This campaign will roll out in the weeks ahead. 

“Today, more than ever, parents need reassurance,” said Matt Keats, group creative director at VB+P. "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?” 

The new campaign launches in conjunction with the Carter’s Baby Love Event -- one of the brand’s biggest moments of the year -- and will run across social and OLV initially, with streaming audio, connected TV and more coming to life across the campaign.

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CLIENT: Carter’s

EVP, Global Marketing: Jeff Jenkins

VP, Brand Marketing: Jenna Bromberg

Sr. 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 Director: Matt Keats

Group Creative Director: Matt Miller

Sr. Art Director: Ellie Aliabadi

Copywriter: Collin Smith

Copywriter: Crockett Jeffers

Brand Supervisor: Kylie Mugg

Head of Integrated Production: Hilary Coate

Producer: Ben Latimer

Director of Business Affairs: Quynh-An Phan

Co-Head of Strategy: Katy Alonzo

Co-Head of Strategy: Gavin Jones

Senior Strategist: Gabi Levi



Director: Eliot Rausch

DoP: Cambio Fernandez

Production Designer: Miranda Lorenz

Executive Producer: Elizabeth Minzes

Head of Production: Ari Schneiderman

Producer: Robyn Moskow


EDITORIAL: Cosmo Street

Editor: Marlo Caine

Executive Producer: Yvette Cobarrubias

Producer: Chelsea Spensley



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 FINISH: One Union Recording Studios

Executive Producer: Jaylen Block-Smith

Producer: Michael Swarce

Mixer: Joaby Deal

Genres: Dialogue, People

Categories: Baby care, Beauty & Health

Venables Bell + Partners, Mon, 13 Sep 2021 16:04:45 GMT