See some of the advertisers’ actions for the date, considered one of the most important for national retail
The theme of real motherhood was one of the most explored by brands in their communication for Mother’s Day, one of the main ones in national retail. Perhaps one of the most outstanding, and commented, of this year was d’O Boticário, made by AlmapBBDO. With the concept #MaternidadeSemJulgamentos, the action presented the proposal to create a space to create conversations about the weight of charges.
Baby Dove followed the same line and, in its campaign, decided to demystify the postpartum period, bringing reports of mothers who suffered from postpartum anxiety and depression. The campaign is signed by Dark Kitchen Creatives, and shows the routine of real mothers with newborns and the various challenges of this beginning of motherhood.
Ipanema presented the motto ‘Perfect is the mother’ for its Mother’s Day communication, which seeks to reflect on motherhood. The action exalts freedom and the different ways of being a mother, in addition to celebrating the steps of motherhood.
Also in an emotional tone, Mercado Livre wanted to re-signify the ‘souvenirs’. The action, created by GUT Buenos Aires, provokes the use of the term, and was designed to talk about mothers who put themselves in the background, for example.
Continental Tires, in turn, wants to help entrepreneurial mothers with a webseries in honor of mothers’ day. There will be three videos aired on YouTube and Instagram from @continentalpneus recounting the learnings of mothers who, for different reasons, chose to undertake in maternity to reconcile work, financial independence and being close to their children.
famous mothers
Another bet of the advertisers was to show the relationship of personalities with their mothers. The Magazine Luiza campaign, for example, starred Anitta and her mother, Miriam Macedo.
In the film, made by Ogilvy Brasil, they talk and the singer reinforces that her mother deserves only “mistress” gifts, that is, excellent gifts.
In the same vein, Piccadilly brought the comedian and presenter Tatá Werneck and her mother, Claudia Werneck, for the video “Relaxa Mãe!”.
The campaign was signed by Escala and has as its motto “Enough of making your mother uncomfortable. This Mother’s Day, have a Piccadilly.” In the video, Tatá apologizes for causing “discomfort” in her mother when she was a child.
The Dzarm campaign featured actress Agatha Moreira and her mother, Enilda Cerqueira. The action is the first time both appear together.
Farfetch also bet on bringing the mother of famous people in its campaign, but instead of bringing actors and actresses, the brand bet on today’s digital influencers for the “Heritage: past, present, future” campaign.
Following the line of influencers, Americanas paid tribute to mothers, considering them as the first influencers in their children’s lives in the campaign signed by WMcCann.
