ABOUT THE CAMPAIGN
To activate on one of the biggest floral occasions of the year our client–Teleflora–had to follow the success of our previous viral hit with something that would be as genuine and note worthy. This allowed us to take a deeper look at the holiday and motherhood exposing the unfortunate sexism and unrealistic expectations that shroud them.
We decided to create an empowering video showing that motherhood isn't always hearts and roses. The video aimed to highlight the physical and emotional strength required to be a mother, and juxtaposes its visuals with Vince Lombardi's famous "What it takes to be number one" speech, which is often use to highlight the prowess and physicality of male-driven competition, transferring commonly recognized male qualities and attitudes (often only granted to male athletes) to scenes of real mothers living their real situations.
THE CONCEPT
No one ever said motherhood was easy.
It’s a tough, gritty, no-pain-no-gain job that takes strength, courage and a whole lot of love. A mother’s perseverance is inspiring to say the least. Yes, motherhood is a struggle, but through all the difficulty comes reward—an endless supply.
Being a mother isn’t always hearts and roses, but it can be on Mother’s Day.
PERFORMANCE
49,770,849
Impressions
12,169,057
Video Views
6,597,305
Engagements
51,475
Facebook Shares
18,052
Likes, Subs and Follows
42%
Engagement Rate
Special Credits
Frances Perez
Creative Director
Meghann Bass
ACD Writer
Jenni Warsaw
Director Of Production
Matty Conrad
Producer
Anne Kurtzman
Sr Producer