Huggies puts priceless luxury items in the line of fire in ‘Expensive Sh*t’ teaser via McCann NZ + NY
Blowouts are every parent’s worst-case scenario. They don’t just ruin outfits – they ruin car seats, couches, strollers, and confidence. The fear of “what if it leaks?” quietly dictates where parents go, what babies wear, and how long they stay. Now Huggies is showing how confident they are in their diaper’s blowout protection to show parents they don’t have to live in fear of their baby’s next bowel movement.
In a new campaign created by McCann New York and McCann New Zealand, Expensive Sh*t, Huggies Little Snugglers will attempt to protect nearly half a million dollars’ worth of luxury goods from the ultimate baby blowout disaster.
On March 12 at 9am PST / 12pm EST, (March 13 5am NZT / 3am AEDT), eighteen just-fed babies wearing Huggies Little Snugglers will crawl, wiggle, and yes—poop—while sitting on priceless designer items, collectibles, and antiques during a one-hour streamed event. The only thing standing between those valuables and catastrophe: the diaper.
Stay tuned.
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