• by Fern Siegel , 11 hours ago

Graco makes baby safety products, such as car seats, strollers and home gear. Its latest spot by Brooklyn-based Brand Imagination Group (BiG) is “The Safest Place Outside Your Arms.” The work is set to the Sonny & Cher song  “I Got You Babe.”

The campaign recently rolled out across broadcast, digital, social, retail and ecommerce channels.

BiG operates as a combined creative agency and production studio, integrating strategy, design, VFX, sound, AI and experiential capabilities.

Barry Krause, BiG CEO, said: “We didn’t want to advertise safety, we wanted to dramatize the emotional promise behind it,” said Krause. “Iconic brands grow when they modernize emotionally. This campaign proves that when you align deep human insight with creative craft, you can resonate with both Millennial and Gen Z parents and drive real business impact.”

BiG's client work also includes Sharpie, Paper Mate, Nuk and Elmer's.

Graco is part of Newell Brand's broader baby portfolio.