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McCann and Huggies show power of nappies to protect Expensive Sh*t
McCann’s latest work for Huggies is aiming to remove the fear of nappy blowouts – a common anxiety among parents.
In a new campaign, Expensive Sh*t, Huggies uses nappies from its Little Snugglers brand to protect, well, expensive shit.
It was created by McCann New York and McCann New Zealand.
Expensive livestream
During a livestream hosted on March 12, 18 just-fed babies wearing the nappies crawled, wiggled and pooped while sitting on nearly half a million dollars’ worth of luxury goods.
“The truth is that parenting can be chaotic,” says McCann global creative partner Danilo Boer.
“Instead of simply claiming Huggies work, Expensive Sh*t is our way of proving that protection in the most unforgettable way possible. When a diaper can protect nearly half a million dollars’ worth of luxury items, parents can feel pretty confident it’ll protect their couch.”
The work speaks directly to Gen Z parents, who are navigating early parenthood amid conversations about affordability and everyday essentials. It demonstrates how reliable blowout protection can prevent costly messes and ruined belongings.
Impressive digestive capabilities
Directed by Sunny Sixteen, the 18 babies were carefully cast for their impressive digestive capabilities. It included one participant with a personal connection to the brand: the infant daughter of Huggies’ marketing director.
The campaign launched with teaser content on March 10, leading into the one-hour Expensive Sh*t streamed event on March 12. The work will run across social, digital, influencer channels, and PR.
Influencer partners include Carmen Marina, Alyse Novo, Susan Agli, Jennifer Mueller, Samantha Lulu, and Baylee Breyda who will amplify the campaign across their platforms.
