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Key Takeaways
- Huggies tapped NBA star Giannis Antetokounmpo and his daughter Eva to promote its upgraded "Little Movers" diaper line.
- The campaign highlights a heartwarming father-daughter moment set on the basketball court.
- Apart from the spot, Huggies also pledged $100K in diaper donations, reinforcing its advocacy for families in need.
Giannis Antetokounmpo just made his most adorable assist yet in Huggies’ newest campaign.
To launch its upgraded Little Movers diapers, the diaper brand partnered with the NBA star and proud father of four in a lighthearted spot that puts him side by side his 16-month-old daughter Eva for the very first time on screen.
The campaign introduces the new "Huggies Little Movers HuggFit 360°" slip-on diaper and the improved traditional version with double grip strips — both designed for active babies on the go.
The multi-channel campaign kicks off May 7, with the commercial airing on networks like NBC, Disney Jr., BET, Univision, and more throughout the year.
It’s a big move for the brand, which aims to reach millennial and Gen Z parents through the Milwaukee star's cute father-and-son moment.
Beyond the campaign, Huggies also reaffirmed its support for families facing diaper need.
The brand donated $100,000 worth of diapers to the Milwaukee Diaper Mission, extending its work with the National Diaper Bank Network.
Since 2011, Huggies has donated nearly 300 million diapers and wipes.
When celebrities take part in campaigns that tap into their real lives, it often resonates more deeply.
For ad agencies, pairing talent with authentic parental storytelling can turn product ads into memorable moments.
Diapers and Daddy Drills
Set to Ludacris' early-2000s hit "Stand Up," the ad (available in 15- and 30-second cuts) opens with Giannis entering the court, before putting on Eva’s diaper like a coach prepping a rookie.
The two take to the court in matching outfits, with Eva tottering alongside her dad’s graceful moves.
She claps, stumbles, and smiles through it all, showcasing the diaper’s flexibility and leak protection through playful visual cues.
The message is clear: “Double the stretch for when your little double starts to move like you do.”
It’s a fun nod to toddlers’ natural instinct to copy their parents, and a reminder that products like diapers have to keep up.
As for Eva, her on-screen debut with her dad may be short... but it’s likely to be one of the campaign’s most lasting impressions.
In other news, Kraft Mac & Cheese and Ring Concierge unveiled a new Gold Macaroni necklace for Mother's Day.
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