Advertisers of all kind have tried glomming onto Mother’s Day, but few leave a lasting impression. We picked five of this year's best Mother’s Day campaigns that captured our attention and our hearts. From crying babies on planes to kids making meals for their moms, each uses Mother's Day as more than an excuse to pull heartstrings.
This Teleflora "#OneToughMother" campaign promotes the brand’s flower bouquets for Mother’s Day. We see moms in everyday acts of bravery and dedication — giving birth, walking their kids to school and serving in the military. The scenes are set against a voiceover of legendary football coach Vince Lombardi’s "What it Takes to Be Number One" speech from 1970. The commercial ends with "Motherhood isn’t always hearts and roses. Mother’s Day can be."
Partnering with Wonderful Agency and StudioM, the brand created this empowering two-minute spot to honor all mothers, providing their comfort and support while doing it all. The spot was released on YouTube, Facebook and Instagram on April 25, and viewers are encouraged to share their own Mother’s Day stories on the platforms using the hashtag #OneToughMother.
"On Mother’s Day, we often focus on the maternal love and support moms give their children," said David Dancer, Teleflora’s executive vice president and head of marketing. "But there are so many more inspiring motherhood moments — including all the sweat, tears and hard work that moms give their kids every day. That’s why we’re making mom our hero this holiday."
From JetBlue and MullenLowe comes this heartwarming spot that provides a little sympathy to the moms who travel with small children. In the nearly three-minute film, we see babies crying their little heads off while nearby passengers express their annoyance. Then, the flight attendant announces, "This will be the very first flight where crying babies is a good thing," and gives every passenger 25% off every time a baby cries on board. After that, with every sob, passengers applaud. At the end of the spot the pilot is heard in a voiceover saying, "Thanks to all the moms and babies on board today for making this flight so special."
Tesco partnered with The Mill, BBH and Black Sheep Studios to create this delightful one-minute spot. Adorable children make breakfast for their moms to introduce Tesco’s line of Sainsbury "childproof recipes" to be found online. The children laugh, make a mess and create some unusual dishes filled with parsley, sprinkles and excessive amounts of honey.
Seamus O’Kane, head colorist at The Mill, says that the charm of the spot derives from its simplicity and color scheme. "The children have a natural presence within the scene which is beautifully lit to enhance the detailed art direction. The lushness provided by the finely chosen spot color is sufficient to allow a rich and vibrant feel without it being distracting," he says.
In "Strong," the moms of Olympian athletes are acknowledged for providing the strength that their children needed to make it to the Olympics. This is Proctor & Gamble’s continuation of their sponsorship with the Olympics, which began in 2012. In the two-minute spot created by Wieden+Kennedy Portland, we see four Olympians facing challenges in their personal life and their moms supporting them through everything. Now at the Olympics, they are ready to face anything.
"Strong" received a score of 653 on Ace Metrix’s scale, 19% above normal for all industries. Read more here.
Mother New York
Mother always knows best, and on May 3, creative agency Mother New York brought that message to an outdoor campaign featuring sassy advice from mothers to celebrate the holiday. Billboards, posters and small signs around New York feature photos of moms giving brazen guidance: "Be the kind of person your dating profile promises," and "I didn’t go nine months without chardonnay for you to hate your job." Each ad is sweetly signed, "Love, Mother."
The idea for the campaign came from the actual mothers at Mother New York, according to the agency. One hundred and fifty employees were asked what they wanted for Mother’s Day and overwhelming the response was that they wanted to be "heard." Fittingly, it’s the agency’s favorite holiday — employees even get Monday off.
"Our mothers are a big part of what we do here at Mother all year. Their pictures hang in our lobby and take up a whole side of our business cards. They are a reminder that everything we do here should aim to make them proud," says Martin Baker, creative at Mother New York. "Around Mother’s Day, it stands to reason we want to do something special that really celebrates our mothers and the influence they’ve had on us. We quite literally would not be here without them."