In a new campaign, ‘Expensive Sh*t’, Huggies Little Snugglers attempted to protect nearly half a million dollars’ worth of luxury goods from the ultimate baby blowout disaster.
On 12 March at 9 a.m. PST / 12 p.m. EST, eighteen just-fed babies wearing Huggies Little Snugglers crawled, wiggled, and yes—pooped—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.
Created by McCann New York and McCann New Zealand, the campaign transforms one of parenting’s most universal anxieties into a bold, unfiltered product demonstration designed for a new generation of parents. The stunt underscores the product’s claim of up to 100 per cent blowout protection—showing that if Huggies can protect an $89,000 Turkish rug or a luxury convertible, it can protect your living room.
The work speaks directly to Gen Z parents, who are navigating early parenthood amid a national conversation about affordability and everyday essentials. By demonstrating how reliable blowout protection can prevent costly messes and ruined belongings, the campaign highlights the real value Huggies delivers to families.
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.
“The truth is that parenting can be chaotic,” said Danilo Boer, global creative partner at McCann. “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.”
Directed by Sunny Sixteen, the event featured eighteen carefully cast babies known for their… impressive digestive capabilities. The production itself was as chaotic as it was adorable, with babies crawling across items ranging from vintage furniture to luxury vehicles—including one participant with a personal connection to the brand: the infant daughter of Huggies marketing director.
The campaign launched with teaser content on 10 March, leading into the one-hour Expensive Sh*t streamed event on 12 March. 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.
Credits:
AGENCY: McCann New York
AGENCY: McCann New Zealand
Global Chief Creative Officer | Andres Ordonez
EVP, Global Creative Partner | Danilo Boer
Chief Creative Officer, New York | Britt Nolan
Chief Creative Officer, New Zealand | Leisa Wall
SVP, Global Executive Creative Director | John Bleeden
Executive Creative Director | Marcelo Nogueira
VP, Creative Director | Jess Bass
VP, Creative Director | Talia Rapp
Creative Director | Nok Sangdee
Creative Director| Janna Carney
Senior Copywriter | Guy Perry
Senior Art Director | Tim Thach
Global Design Lead | Vitor Piza
Social Media Director | Joey Solis
SVP, Executive Account Director | Soraya Faber
Senior Project Manager | Olivia Fike
Senior Producer | Natalie Turner
Associate Director, Influencer I Samantha Merkin
CLIENT: Kimberly-Clark
Global Creative Lead | Gustavo Sarkis
Director, Global Production | Jennifer Kasmarick
Director, Global Partnerships | Katie Nikolaus
Marketing Director | Anjula Shokar
Global Chief Creative & Design Kimberly Clark | Luiz Sanches
Senior Director, Creative and Design Excellence | Denis Kakazu
Sr. Design Lead | Leandro Crispim
Director, Social & Earned Media | Trevor Park
