With Mother’s Day around the corner, we have been witnessing a flurry of dedicated advertising as different retailers fight for their share of Dads’, kids’ and Moms’ wallets. As always, we have been eagerly reviewing TV commercials, print ads and different promotions to see which ones stand out this year. Many efforts left us feeling indifferent or wishing the offenders knew they were missing the beat, but we also came across several bright examples that made us nod after we laughed out loud or cried big happy tears.
As we share four of our favorites, we would like to wish all of the beautiful, smart, loving, dedicated, non-stop juggling and sacrificing, patient, forgiving, fun or funny, in short – amazing – Moms, a beautiful Mother’s Day!
1. Zulily‘s Mother’s Day ad, consistent with their positioning “we have something for all the women”, is a little over the top (just how dense can he be?!), but we like its lightheartedness and Mom’s portrayal as the hero (I could never ever be this patient or forgiving!):
2. Pandora, traditionally a very strong Mother’s Day advertiser, developed a commercial titled Unique Connection. Its story is nicely aligned with the brand message: Just like our jewelry is unique, every woman is different and every connection a mother has with her child is one of a kind. If we judge from the high number of “shares” and “likes” we have been seeing across various social media channels, its approach at connecting with Moms must be working. Hopefully this translates to strong sales figures for the company.
3. P&G is a master of delivering powerful Mom-focused advertising that has the ability to deeply tug at her heart strings as well as generate huge social media buzz. We also admire the company for creating enduring and multifaceted platforms (remember the “Thanks, Mom” Olympic campaign which we’ve written about here many times before?). This Mother’s Day, they present a very simple, but heart warming salute to all mamas by one of the their leading Mom-targeted brands, Pampers:
4. Teleflora developed four Mother’s Day commercials borrowing a reality-TV approach. All four executions are moving, realistic and relevant (any Mom, even those with small children, can identify with the story in the execution below). Most importantly, we think they are highly effective in delivering a strong call-to-action. They certainly made me consider getting on a plane to surprise my own Mom, who lives on the other side of the ocean, but at a minimum, I will send her flowers.
Warning: you may want to grab a box of tissues before viewing, so you are not wiping your face with your shirt like I was.
