When you send your little ones back to school this fall, consider this: You could very well be packing a lunch for a future Grammy-winning superstar, or washing the P.E. uniform of a sports icon. The idea isn’t nearly as far-fetched as one would think—just ask the families of Mariah Carey, Muhammed Ali and Outkast duo Big Boi and Andre 3000.
Just in time for Back To School season, legacy children’s clothing brand OshKosh B’gosh (OKB) and Atlanta-based creative agency Majority have linked up for a campaign that pays tribute to pop culture legends. “Today is Someday,” OshKosh’s biggest marketing effort to date, depicts Carey, Ali and Outkast as young children. The trio of 30-second spots center on the young icons-to-be as they share their dreams of greatness, serving as a reminder that many culture-defining careers began as schoolyard ambitions.
Pop enthusiasts may recognize a few of the references made by the young icons. Young Andre 3000, for example, notes that “someday, the South gon’ have something to say”—a nod to Outkast’s infamous acceptance speech at the 1995 Source Awards after winning Best New Artist. The opening shot of Young Ali standing over the bear mirrors the iconic Neil Leifer image of the boxer standing over Sonny Liston. Even the red bike holds great significance: It represents the bike that was stolen from Ali at age 12, which inspired him to learn how to box.
“Muhammad used to say, ‘don’t count the days, make the days count,’” Lonnie Ali, the late fighter’s wife, shared in a statement. “This is how he lived his life, and it’s the message at the heart of this campaign that we wish to pass to the next generation of kids daring to dream big.”
Young Mariah, played by Carey’s own daughter, Monroe Cannon, references a number of singles off of her 1990 debut album. She also alludes to the performer’s autobiography, The Meaning of Mariah Carey.
“As a little girl, I was determined to realize my dreams,” Carey said in a statement. “Now as a mother, it brings me so much joy to see my children visualize and develop the dreams they hold in their own hearts. We did the campaign because we love the message of empowering kids to dream boldly and blaze their own path.”
The campaign, debuting just in time for the upcoming Olympic Games, is meant to inspire a similar brand of confidence in our youngest generation as they head back the classroom while speaking directly to the company’s major consumer base today: millennial parents.
“With ‘Today is Someday,’ we’re aiming to connect with parents who grew up with OshKosh B’gosh by highlighting their icons while celebrating the bold dreams and aspirations of kids heading back to school this fall,” says Jeff Jenkins, the brand’s evp of global marketing.
The digital-first campaign marks a turning point for the 125-year-old brand as it leans more into modern fashion. The company worked closely with the featured talent on the scripts as well as the styling of their young counterparts, making sure to showcase clothing that was reflective of both current trends and the artists’ personal tastes. Each spot will run across NBC connected TV, YouTube, digital and social media.
Credits
Carter’s, Inc. In-House Team
Jeff Jenkins, Jenna Bromberg, Jennifer Lee Harrison, Philip Berwick-Seals, Lindsay Rider, Valerie Morse
Creative Agency: Majority
Production: Prettybird
Director: Stefon Bristol
Editor: Cosmo Street
Justin Trovato, Yvette Cobarrubias, Idalia Deshon, Andrew Corrales
Finishing/VFX: Nice Shoes
Taylor Black
Mix : Lime
Music: Wendell Hanes, Volition Sound
Special Advisor: Bill Meadows
