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Key Takeaways:
- Little Sleepies’ first-ever ad highlights real families and milestones in a Mother’s Day tribute, the result is honest, emotional, and totally relatable.
- McKinney’s all-mom creative team crafted the spot, drawing from their own parenting experiences to guide the story.
- For a first national spot, this is polished and personal, proving that younger brands can build deep emotional resonance without a huge legacy or budget.
How can a brand like Little Sleepies make Mother's Day feel more personal?
With a national campaign created by moms, for moms.
The sleepwear brand has launched its first-ever commercial with “Being Little,” a 60-second spot that captures the emotional, everyday moments of early childhood.
Created by full-service agency McKinney and driven by an all-mom team, the latest efforts are anchored in real milestones, from a toddler’s first steps to heartfelt sibling advice.
"When we started thinking about this spot, we thought about all the little ways kids find comfort — and how sometimes, the best kind comes from someone just a step ahead," Jennifer MacFarlane, Creative Director at McKinney told DesignRush.
"So we created a moment where a little-big-kid shares some sweet, hard-earned advice — and the ups and downs of being little — with the littlest ones, gently guiding them back to where comfort always lives: Mom."
This kind of emotionally resonant storytelling reminds us how powerful real experiences can be in moving people.
It also shows how creative agencies can shape seasonal marketing that doesn’t just sell, but genuinely connects.
Real Families, Real Footage
“Being Little” was shot with actual families and moments — not actors on a set.
The commercial’s emotional voiceover is led by eight-year-old Charlie, who speaks directly to younger kids with a mix of guidance and affection.
"Being little is the best. You get to laugh all the time, everything you do is cute, you get so much attention," Charlie enthusiastically tells the viewers.
The charming voiceover is partnered with clips of babies frolicking in the garden and having fun in the playground.
One standout scene even features a toddler taking her real first steps on camera.
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Behind the camera, McKinney producer Kate Rauber structured the entire production around the needs of real families, including nap schedules.
The brand also shared that much of the shoot hinged on capturing authentic childhood experiences.
The spot runs across CTV and social platforms, including Little Sleepies’ Instagram, where early reactions from moms have been overwhelmingly positive.
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Launched in 2018 by former film executive Maradith Frenkel, Little Sleepies was born from a personal need: finding soft, skin-friendly fabric for her newborn with eczema.
The company has since grown rapidly, earning a top spot in retail on the Inc. 5000 list. It also has 561,000 followers on Instagram alone.
“Being Little” marks a major milestone for the brand, one that proves there’s power in telling real stories, especially when moms take the creative wheel.
Recently, DoorDash teamed up with actress Brenda Song to celebrate Mother's Day by rebranding into "DoorDad."
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