Mayoral turns childhood’s last times into a brand territory connected with its shop

The last time a child asks for help getting dressed rarely announces itself as an occasion. It may be an ordinary morning, with a stuck zip and everyone rushing to leave the house. Mayoral has placed that kind of scene at the centre of Es ahora, its new communication territory with LLYC . The childrenswear brand shifts its attention from children towards the parents accompanying them as they become more independent, giving an everyday clothing task a place within a family story.

The proposition appeared in campaign coverage published by MarketingNews on October 14. A detailed announcement distributed two days later explains its three components: a film, research among 1,000 parents in Spain and a gathering with media and creators specialising in families. The campaign also has an owned space on mayoral.com, where the advertisement’s scenes sit alongside study findings and links to the age stages within its childrenswear catalogue. The idea has a destination inside the brand’s retail channel.

The research gives the concept a specific foundation. According to the findings published by the brand, 94.6% feel that daily pace prevents them enjoying the here and now with their children; 86.1% would like to slow the current stage; and 96.1% keep objects their children no longer use because they recall when they were younger. These are three different responses about parenting experience, which Mayoral uses to build a brand narrative around the present and the changes taking place within ordinary routines.

A children’s brand also wants to speak about their parents

Alejandro González Bravo , Mayoral’s marketing and customer experience director, explains the shift through a distinction between family memories. First times are anticipated and celebrated; last times tend to pass without warning. The approach brings the emotions of the people buying clothes, helping children dress and accompanying them into the brand’s world. Clothing still belongs to the daily life being shown, while the conversation opens towards the people sharing those moments with their children.

The campaign selects recognisable gestures: holding hands in the street, carrying a child, helping them get dressed and taking part in their routines. Their meaning changes when viewers consider that they could be happening for the last time. That is the creative tension of Es ahora. A scene shows something familiar, and the narrative invites recognition of its value before it disappears from the routine as a child starts doing the task alone.

The territory has been conceived for the medium term. The announcement distributed in October presents this as a first campaign within a wider perspective on real parenting. That strategic duration explains the combination of research, a meeting with influential voices and an owned web destination. Mayoral has an idea that can be developed through different family situations, with children’s growth supplying a common thread between communication and the business of providing clothes for successive stages of childhood.

The choice also defines whom the message addresses. Mayoral dresses children, but here speaks to parents about their own experience. Julio Alonso , LLYC’s executive creative director, says the client’s objective was to address parents and their concerns with warmth. Creative work begins from that relationship: adults recognise themselves in a scene and understand why a company present throughout childhood wants to participate in the conversation, extending the role of the brand beyond the individual garment.

An advertisement made with families and everyday sounds

Miguel Angulo directed the film, with production by Agosto . The cast consists mainly of real parents and children, according to the project’s communication. That choice seeks natural performances. Scenes are presented as small, imperfect moments, with an everyday aesthetic keeping attention on the gesture and the relationship between the people shown. The visual approach draws its material from familiar family situations, giving the intended adult audience specific actions through which to recognise the campaign’s subject.

Carmen Lancho ’s original composition, Una vez más, accompanies that point of view. The song expresses the wish to repeat a moment that could be happening for the last time. The creative announcement describes an intimate performance, close to the way a parent might sing to a child. Its title supplies an emotional response to Es ahora: wanting to prolong what is happening in front of you when you recognise that the relationship or routine is changing.

The sound mix leaves room for the family experiences within the scenes. Music coexists with those details, particularly when children indicate that they want to do something themselves. Their changing independence appears through both action and sound. It gives the passing of time a specific expression without requiring a major occasion such as a graduation or birthday: a task that previously called for help can become the significant event in the relationship being shown.

The campaign carries the same perspective onto the website. The official video is embedded within the Es ahora page, making the story available through Mayoral’s owned channel. The film works inside a broader collection of content, with situations developed separately and research findings alongside them. The brand retains the audiovisual argument and offers other ways to explore the idea around it, giving visitors more than one route into the everyday experiences on which the story is based.

▶  Mayoral · Es ahora, official video

Research gives numbers to three different experiences

Mayoral commissioned the study among 1,000 parents in Spain with children aged 0–22. The announcement explains that the research was intended to supply information for the communication territory. One finding, expressed as a rounded ratio, is that two in three parents acknowledge not having experienced their children’s last times with full awareness. That observation provides a starting point for connecting memory, attention and growth within the brand’s chosen narrative, rather than beginning the campaign from a particular collection or item.

The campaign page publishes three further percentages about related experiences. For 94.6%, the frenetic pace of daily life is an obstacle to enjoying the here and now with their children. The figure connects the idea with a specific friction: the present exists, but competes with tasks and the speed of routine. The advertisement places its scenes within that context of ordinary actions that can pass unnoticed while parents are dealing with the practical demands around them.

A further 86.1% would like to slow the current stage they are experiencing. This response relates to a wish to prolong a moment, the emotion the song expresses in Una vez más. Meanwhile, 96.1% keep objects their children no longer use because they evoke an earlier stage. Here the relationship with time takes material form: an object becomes associated with a period and retains emotional value after it loses the function for which it was bought.

The data behind the story

Three parenting experiences reported by Mayoral

Independent responses published by Mayoral in its Es ahora campaign. The study covered 1,000 parents in Spain with children aged 0–22.

Explore the data table

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Three parenting experiences reported by Mayoral (%)

Category	Parents surveyed
Daily pace makes enjoying the present difficult	94.6%
Would like to slow the current stage	86.1%
Keep objects their children no longer use	96.1%

The three questions illuminate different aspects of the creative idea: difficulty pausing, the wish for a stage to last and the preservation of memories. The study also mentions shared meals, play, bedtime stories and accompanying children to school. The nostalgia described centres on activities occupying a repeated place in family life. The campaign selects that repertoire to give its message specific scenes that the people being addressed can recognise, connecting the research’s subject with the situations chosen for the film.

A gathering connecting research, conversation and collection

The project also took physical form. Mayoral organised a meeting with journalists and content creators associated with family life. The research supplied the thread for a conversation about last times, everyday haste and self-imposed expectations. The brand used a participatory format to develop the concept with people whose work involves telling parenting stories and sharing experiences with their own communities and audiences, bringing another group of voices into the same communication territory.

Lucía Galán , known as Lucía, mi pediatra, participated as an expert voice. The owned study page describes her contribution to interpreting the findings through parenting, childhood and emotional wellbeing. In communication about the gathering, her role is to accompany discussion of the small milestones that families often perceive once they have passed. The campaign brings research promoted by the brand into a conversation with someone recognisable within that subject area, alongside the journalists and creators attending.

Attendees received an experiential kit of analog tools intended to help them connect with the present and spend time together as families. They could also see Mayoral’s new collection, according to the event page. That proximity places garments within the situations under discussion: an afternoon in the park, the journey to school or help getting dressed. The meeting moves the conversation from research towards the everyday setting in which the company’s products are worn and used.

An owned page turns one idea into several entry points