Take an Expensive Sh*t with Huggies
Huggies and McCann are putting priceless luxury items in the line of fire with Expensive Sh*t.
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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.
In a new campaign, Expensive Sh*t, Huggies Little Snugglers will attempt to protect nearly half a million dollars’ worth of luxury goods from the ultimate baby blowout disaster. Eighteen just-fed babies wearing Huggies Little Snugglers will crawl, wiggle, and yes, poop 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% blowout protection, showing that if Huggies can protect an $89,000 Turkish rug or a luxury convertible, it can protect your living room.
Credits
View on- Agency McCann/New York
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- Director Sunny Sixteen
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Credits
View on- Agency McCann/New York
- Director Sunny Sixteen
- Ad Agency McCann Group/Auckland
- Global Creative Lead Gustavo Sarkis
- Global Chief Creative Officer Luiz Sanches
- Senior Director, Creative and Design Excellence Denis Kakazu
- Global Chief Creative Officer Andres Ordonez
- Global Creative Director Danilo Boer
- Chief Creative Officer Britt Nolan
- Chief Creative Officer Leisa Wall
- Global Executive Creative Director John Bleeden
- Executive Creative Director Marcelo Nogueira
- Creative Director Jessica Bass
- Creative Director Talia Rapp
- Creative Director Nok Sangdee
- Creative Director Janna Carney
- Senior Copywriter Guy Perry
- Senior Art Director Tim Thach
- Senior Producer Natalie Turner
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Credits
powered by- Agency McCann/New York
- Director Sunny Sixteen
- Ad Agency McCann Group/Auckland
- Global Creative Lead Gustavo Sarkis
- Global Chief Creative Officer Luiz Sanches
- Senior Director, Creative and Design Excellence Denis Kakazu
- Global Chief Creative Officer Andres Ordonez
- Global Creative Director Danilo Boer
- Chief Creative Officer Britt Nolan
- Chief Creative Officer Leisa Wall
- Global Executive Creative Director John Bleeden
- Executive Creative Director Marcelo Nogueira
- Creative Director Jessica Bass
- Creative Director Talia Rapp
- Creative Director Nok Sangdee
- Creative Director Janna Carney
- Senior Copywriter Guy Perry
- Senior Art Director Tim Thach
- Senior Producer Natalie Turner
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.
“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 features 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 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 including Carmen Marina, Alyse Novo, Susan Agli, Jennifer Mueller, Samantha Lulu, and Baylee Breyda will amplify the campaign across their platforms.
