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The Trials and Tribulations of being a Mum

This is a popular advertising theme, especially for frozen or quick meal brands that offer timesaving solutions for busy mums. Unfortunately it is also a theme that often results in old, tired formulas that seem to persistently dominate resulting in a ‘Groundhog Day’ of commercial tedium.

Avoiding Clichés

However, it can be a theme for some highly entertaining commercials, if, and it’s a big if, the usual clichés of stereotypical Mums are avoided.

Here are five commercials concerning Mums that I find enjoyably memorable.


1. Kraft Macaroni and Cheese, Swear Like a Mum

Advertising Agency: Alison Brod Marketing + Communications

Directed by Hank Perlman this commercial refreshingly breaks the mold with an insightful and candid human truth that even the best Mums are sometimes imperfect Mums.

2. Fiat 500L, Welcome to the Motherhood

Advertising Agency: Krow Communications U.K.

This commercial produced by the Rubber Republic collective is a highly entertaining rap parody of the busy, stereotypical modern day Mum. It was a huge viral success and notched up over 3 million views on YouTube.

3. Procter & Gamble, A Tribute To Mums Of Olympians

Advertising Agency: Wienden + Kennedy, Portland, U.S.A.

‘The Hardest Job In The World Is The Best Job In The World’ is the title of a multi-award winning commercial directed by Alejandro González. The emotive story is about the support, encouragement and huge effort Mums around the world make for their children to become Olympic contenders.

The commercial, watched by over 4 million people in the first week of airing, was part of an integrated campaign to say thank to Mums and a reminder that behind every successful Olympian there is a great Mum.

4. Dolmio, The Pepper Hacker

Advertising Agency: Clemenger BBDO, Sydney, Australia

Dolmio comes to the rescue of frustrated Mums. This time the solution is a technologically innovative pepper grinder rather than one of their pasta sauces.

5. HelloFlo and Always, First Moon Party

Written and directed by Jamie McClelland and Pete Marquis

This commercial is a lighthearted, insightful and bravely candid story about how one Mum coped with the emotionally delicate phase of her daughter’s biological development and peer group pressure.

The major tribulation for parents living in rural Australia is that their children have moved to distant city hubs and don’t visit often enough. This commercial is the story about how one mum amusingly found a solution, guilt.

The insightful concept of the advertising campaign for V/Line, the Regional Transport Company for Victoria, Australia, is about the human truth of the guilt that probably everyone experiences at times regarding parents.

Directed by Damien Toogood, the commercial was part of an integrated, multi-media campaign that won a Cannes Lion Grand Prix for Creative Effectiveness.

Advertising Agency: McCann Melbourne, Australia

6. V/Line, Guilt Trips

7. V/Line, Guilt Trip Case Study