Childrenswear brand OshKosh B’Gosh recently announced their new back-to-school campaign called ‘Today is Someday’, featuring Mariah Carey, Muhammad Ali, and Outkast.
10-year-old Monrow Cannon is showing off her back-to-school style by playing her mom when she was 10 years old.
According to a People Exclusive:
The campaign — which highlights both “timeless and trend-forward styles alongside a bold new brand identity,” according to a press release — spotlights the stars through a series of vignettes in which viewers can hear inner monologues from Ali, Carey and Outkast as children.
The spot that highlights Carey’s childhood features Cannon in her first-ever brand campaign. Cannon, who Carey shares with ex Nick Cannon, appears as her mom at age 10, honoring Carey’s emotional childhood, her songwriting, and her impact and influence on young dreamers.
“As a little girl, I was determined to realize my dreams. 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,” Carey, 51, said in a statement.
“We did the campaign because we love the message of empowering kids to dream boldly and blaze their own path.”
According to the press release, each spot was scripted and styled to reflect Carey, Ali and Outkast’s childhood experiences all while showing off OshKosh B’gosh’s new back-to-school styles.
The campaign aims to encourage the next generation to “dream boldly about who they’ll become someday.”
For example, a red bicycle appears in Ali’s spot, “which is known as the inciting incident that led him to the boxing ring.”
Outkast’s spot highlights the duo’s beginnings in Atlanta, scripted in partnership with members André 3000 and Big Boi.
“This campaign represents a new, fresh take for OshKosh B’gosh — one that bridges past to present and champions the dreams, courage and determination of children,” said Jeff Jenkins, the executive vice president of global marketing.
“OshKosh has been a childhood staple for generations. As we look to the future, we want to celebrate these inspiring trailblazers with a nod to who they were before they were icons — aiming to encourage children everywhere to dream big as they head back to school.”
