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8 Creative Campaigns for Mother's Day

To celebrate Mother’s Day, we’ve chosen our favourite creative campaigns that pay homage to the hardest job in the world. From the soppy to the downright silly, get inspired by Pencil winning work that puts the spotlight on mums.

Momsong

For their 2014 Old Spice ad, Wieden & Kennedy Portland’s “Momsong” payed homage to all those mums that aren’t quite ready for their precious little boys to become lady-kissing men. In classic Old Spice style, the ad is not just wonderfully weird but hilarious too.

Dadsong

Due to Momsong's success, Old Spice released a sequel that saw mums returning to lament the loss of their sons all over again. However, this time the follow up film showed that dad’s weren’t quite of the same opinion about their boy’s transition into manhood.

Award: Wood Pencil / Film Advertising Crafts / Use of Music for Film Advertising / 2015 
Agency: Wieden+Kennedy Portland
Client: Old Spice

#ShareTheLoad

Due to Momsong's success, Old Spice released a sequel that saw mums returning to lament the loss of their sons all over again. However, this time the follow up film showed that dad’s weren’t quite of the same opinion about their boy’s transition into manhood.

Texts From Mum

For Mother’s Day 2015, Samsung took a less sappy approach in their campaign, by celebrating those classic mom texts. Not only did the video released show off the new Galaxy S6 edge's features, it reminded people to call (rather than text) their moms on Mother’s Day.

Give Mum Back Her Name

To challenge an age-old peculiar taboo in Egypt, where men never disclose their mother’s names in public, Impact BBDO asked men one simple question - ‘What is your mother’s name? The result was a video embraced by over 23 million YouTube viewers who found laughs, tears, and a newfound appreciation for what might just be the world's toughest job.

Security Moms

In 2014, Brazil led the world table in terms of football related deaths. So, to ensure hooligans towed the line, fan’s mum’s filled in for security during the most violent game of the season. Not only did the campaign have a global impact, Ogilvy Brasil effortlessly demonstrated the immense maternal power, strength and influence of women.

World's Toughest Job

To get people to see hard-working, multi-faceted mums in a different light, Mullen created a fake job based on everything mums do and placed it online and in newspapers. Then they interviewed real people.

Award: Wood Pencil / Integrated & Innovative Media / Earned Media Campaigns / 2015 
Agency: Mullen Advertising
Client: American Greetings

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Taxi driver

In Thailand, the Queen’s birthday and equivalent to Mother’s Day both fall in August. So, Tesco Lotus wanted to create something different and put more emphasis and importance on the month of women.

If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Professional Awards and see if our judges agree. When it comes to awards, nothing matters more.

For more creative inspiration and the opportunity to get up close and personal with the world’s best design and advertising, join us at D&AD Festival.
 

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