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As parents and their children prepare for the back-to-school season, Carter’s is launching a campaign with creative focused on the youngest kids that it outfits. “More Than Just Cute,” the first work from the apparel brand’s partnership with agency Mischief, looks beyond “cute” to spotlight the fits and functions preferred by young parents in the millennial and Gen Z age range (the oldest members of the latter cohort are in their late 20s, after all).
A 30-second hero spot, “All I Am,” includes voiceover stating that cute is “too superficial” to describe an infant. The narrator goes on to dryly list “accomplishments” like crawling in the mud and playing with apple sauce.
“Don’t settle for just cute,” the narrator adds. “You’re more than that.”
“All I Am” and a handful of 6-second videos that key in on specific kid …