Play signed by DM9 and starring Bianca Andrade will debut during the interval of Fantástico, on Rede Globo, this Sunday (28)
One of the main challenges that mothers face in their daily lives is reconciling their personal lives, involving their children, and their professional lives. With this theme in mind, Brastemp is preparing to launch its Mother’s Day campaign, which will star Bianca Andrade.
With its premiere scheduled for this Sunday’s Fantástico interval (28), the piece, signed by DM9 and produced by MyMama Entrertainment, presents the brand’s new washing machine models and brings a timeline of important moments in the influencer’s life , which tells how she has dealt with multiple female roles, such as motherhood, career and home.
“Our campaign brings to the agenda a very current issue of thousands of Brazilian women who have a conflict between their biological clock and their professional clock and who have had children at important moments for their careers. Bianca, in addition to being a mother, is a businesswoman and one of the today’s most important influencers. The partnership with her helped us bring inspiration to thousands of women who live, have lived or will live the multifaceted conflicts of their biological and professional clocks”, explained Bertha Fernandes, Head of Brands at Whirlpool.
In addition to the launch on open TV, the communication will also unfold digitally, with a team of influencer couples whose mission will be to open the conversation about the many “clocks” that are imposed on women throughout their lives, portals and platforms streaming.
The brand will also focus on an action on the streets of São Paulo, which will give a voice to mothers who want to record a story about real motherhood, revealing fears, joys and challenges of the time they decided to become a mother, and in cashback promotions for some products purchased through online channels or at the point of sale.
This is Brastemp’s second campaign since its rebranding, announced in 2023, which accompanied the launch of the play “Geladeira”, also written by DM9 and which features narration by actor Selton Melo, new logo, avatar and positioning.
The brand’s new moment promises to raise important issues such as ageism, men’s participation in the daily routine with their children and the relationship between people and their pets. In the case of the new campaign, Bertha explained that the piece reflects the brand’s purpose of being attentive to the needs of different types and styles of homes.
“Women and mothers are increasingly present in the job market and are still fulfilling their dream of being a mother. These conversations are also reflected in our products and the repositioning of the brand and the continuous investment in campaigns, in addition to portraying the conversations that appear inside homes, they show how the Brazilian consumer is at the center of our decisions every day”, added the executive.
In addition to DM9, the campaign also had a partnership with Snack Content, Score Group, Spark and FSB to amplify the entire campaign concept.
