Select Page

Appreciation of Motherhood

Except perhaps for birthdays and Mother’s Day, appreciation of motherhood and the daily, year on year, efforts and sacrifices made by Mums to care, nurse, feed, educate, console, protect, ensure a supply of clean clothes, provide moral support and guidance, from childhood to adulthood, are often taken for granted as merely a mother’s duty and under-appreciated.

Several social welfare organisations, and notably some prominent brands, have laudably taken on the task of highlighting the dedicated efforts of caring and loving Mums that are to be treasured and justifiably recognised.

1. Canadian Women’s Foundation, Mother Rising

Advertising Agency: Hard Work Club, Toronto, Canada

The powerfully portrayed ‘Mother Rising’ vignettes, were directed by filmmaker and Canadian Advocate for Gender Equality, Kimberley Veitch.

On ‘Ads of the World’ the motivational insight of the emotive film’s message reads as follows: Women have been disproportionately affected by the pandemic, currently spending an average of 95 hours per week in caregiving roles.

That has led to elevated levels of depression and anxiety, with 35% of mothers reporting symptoms of depression last year, up from a pre-pandemic 19% according to Statistics Canada.

2. Johnson & Johnson, The Welcome Symphony

Advertising Agency: DDB, São Paulo, Brazil

In celebration of Mother’s Day, DDB and Johnson & Johnson Brazil, launched an amazingly innovative project called ‘The Welcome Symphony’ (Sinfonia da Vida).

Jarbas Agnelli directed the filming of the heartwarming brand activation and its fascinating development. Produced a few years ago, the ‘The Welcome Symphony’s’ emotive message however, remains powerfully and timelessly resonant.

3. Nivea, Back Home

Advertising Agency: Publicis One Touch, Hamburg, Germany

‘Back Home’ is about Nivea’s focus on generational love and care messages. The scenario is based on the economic challenges the pandemic has wrought on the daily lives of of many in coming to terms with the life-changing unpredictably of distance work.

The story of Anna is one such example. Being forced by economic circumstances to return home, she and her Mum find it difficult to adjust to living together and giving up their individual independence.

In the end however, the bond between Mum and daughter proves to be deep-felt and a heartwarming, reconciling reunion of enduring love and care ensues.

The soundtrack features Indie Folk band Bon Iver’s “Skinny Love”, written by American singer, songwriter, producer and multi-instrumentalist, Justin Vernon.

4. Procter & Gamble, The Best Job

Advertising Agency: Wieden+Kennedy, Portland, Oregon, USA

P&G’s multi award winning London Summer Olympics tribute to Mums of Olympians, was was directed by Mexican screenwriter and filmmaker Alejandro González Iñárritu.

Aired online shortly before the start of the games the emotive story is about the support, encouragement and huge effort Mums around the world make daily for their children to become Olympic contenders.

The commercial motivated over 4 million views in the first week of airing, went viral globally to gain a remarkable addition of 74 million more views, and won the Emmy for ‘Commercial of the Year’, as well as two Cannes Gold and three Silver Lion awards.

5. Procter & Gamble, Pick Them Back Up

Advertising Agency: Wieden+Kennedy, Portland, Oregon, USA

Directed by filmmaker Lance Acord, the commercial for the Russian winter olympics at the coastal resort city of Sochi, on the Black Sea, was an integrated advertising extension of P&G’s Olympic Games ’Thank You Mom’ tributes.

As part of the campaign, all 357 Moms of US Olympians and Paralympians were given a $1,000 VISA gift card from P&G to help them on their journey to Sochi to watch their children compete.

The soundtrack features a new composition by renowned composer Ludovico Einaudi who also provided the stirring background music to the ‘Best Job’ commercial.

6. Fiat 500L, The Motherhood Feat

Advertising Agency: Krow Communications, London, UK

Women drivers make up more than 51% of the European car market but do not generally receive the same amount of media focus. Crow Communications and Fiat therefore, decided to launch a shareable online commercial for their 5-door, 5-passenger, 500L aimed at women called ‘The Motherhood Feat’ in recognition of their onerous transportation needs for themselves and their young offspring.

Directed by filmmaker Matt Golding, the insightfully inspired scenario features an attention getting, very cool ‘rap’ narrative by a Mum with three young children, about the challenges of her hectic, and often chaotic daily life.

It’s a highly watchable and entertainingly candid portrayal of motherhood realities. She admits for example, that she joined a book-club for some respite and so that she can enjoy a glass of wine.

The message, that for a life like that, you need a car like the Fiat 500L, reverberated far and wide with more than 3 million online views in 209 countries.