In a world dominated by data-driven marketing and hyper-targeted ads, Babyshop has chosen a different path — one paved with charm, character and a healthy dose of nostalgia.
The children’s retail brand has launched a delightful new campaign – in collaboration with Leo Burnett, brought to life by Feel Productions, with Cannes-winning filmmaker Trevor McMahan at the helm.
The campaign is now live across Babyshop platforms, on TV, and across digital channels. Dive in, and maybe, just maybe, you’ll find yourself smiling the way you did when ads were more than just a call to action — they were moments of joy.
The campaign brings the brand’s price promise to life through a cinematic, story-driven lens.
This isn’t your typical retail campaign focused on only price tags and product specs. Instead, Babyshop has crafted a series of light-hearted films that feel like a nod to the golden age of advertising — the 80s and 90s — when storytelling reigned supreme.
Think Pepsi’s iconic “Little Girl with Attitude” or the effortlessly suave Grey Poupon commercials, where wit and personality made the proposition shine. Babyshop’s campaign taps into that same timeless magic but with a modern twist.
The three-film series highlight key Babyshop categories — fashion, travel, and sleep — but does so through playful narratives centred around confident, sassy kids.
“At the heart of these films are young trendsetters who bring the kind of confidence you’d expect from A-listers and high-flyers,” said Mitin Chakraborty, Head of Marketing at Babyshop. “Our brief to Leo Burnett was simple: bring back the charm and format of classic advertising that does its job. Talk price, yet smartly.”
Whether it’s a baby arriving in style with the help of a butler, a baby drifting off like royalty, or a young fashionista effortlessly stealing the spotlight; each film carries a sense of joy, humour, and understated oomph — all while showcasing Babyshop’s credibility in its quality promise, at prices that don’t break the bank.
“These films are light-hearted yet meaningful,” added Vicky Kripalani, Business Lead at Leo Burnett. “Our goal was to craft simple, joyful stories that resonate with parents while staying true to Babyshop’s core customer proposition. The beauty of this campaign lies in its simplicity and the subtle humour that makes you smile without trying too hard.”
Known for his cinematic storytelling and ability to capture authentic, human moments, filmmaker Trevor McMahan infused the films with a warm, rich aesthetic and playful energy.
“These films capture what Babyshop has stood for over the past five decades — trust, quality, affordability and the emotional support that make parenting special,” Chakraborty added. “In a world where advertising often feels too transactional, we wanted to bring back a little bit of heart.”
Clearly, this campaign isn’t just about selling products — it’s about celebrating the brand’s commitment to providing value, trust and a little bit of joy along the way.
So, for those feeling nostalgic for the days when ads made you laugh, smile and maybe even feel something — this campaign is for you. Because sometimes, the best way forward is a step back to when ads had heart, kids had swagger, and storytelling was at the centre of it all.
CREDITS:
Client: Babyshop
Agency: Leo Burnett
Production house: Feel Productions
Filmmaker: Trevor McMahan
