“When we started talking about what a second year together could look like, we knew we wanted to do something different,” said Kelce, who describes the short as a “chance to tell an actual story together.”
“Since Peppa Pig has been a fixture in our house for years, it felt like a pretty natural fit,” she continued.
“Hasbro recognizes the power of Kelce’s highly engaged, built-in audience of moms,” added Meg Jones, Wave’s evp and head of sales. “By combining Kylie’s relatable, humorous advice with a unique, illustrated narrative, we capture Kylie and Mummy Pig bonding as multitasking moms.”
But “relatable” can be strange territory when trying to package a kids’ franchise for an adult consumer. While Peppa is as wholesome as can be, the unvarnished Kelce drops f-bombs with the same ease she addresses a camera.
Madey is not worried.
“We want this to feel authentic,” she said. “We wouldn’t partner with someone who’s offensive. But someone who’s sharing a glass of wine or swearing in frustration, that’s just real life moments.”
