• by OMMA Editors , September 12, 2021

Parenting is a sport, according to Some Spider Studios. The agency created a campaign—The Dad Games and The Mom Games—for Kimberly Clark’s Huggies. It takes the absurdity of parental duties and places them in the high-stakes world of Olympic events. Taking a shower before the baby wakes, for example, takes speed, agility and determination. The series drew in 119,000 engagements, doubled benchmarks for social on Facebook, and nearly tripled on Instagram. Success drew the series to TikTok, where the brand’s seeing double view and social rates.