Mother’s Day is celebrated on different days and dates around the world. But in almost every culture, mothers play an important role in the family. Brands understand that, and will take every good opportunity to win over their hearts.
In the Chinese culture, women often are the ultimate decision maker in anything related to the household. Here’s a brilliant analyses of this insight from Tom Doctoroff:
Despite Mao’s famous saying that women hold up half the sky, even “liberated” female consider their role inside the home paramount. In the West, working mothers struggle with balancing career and family satisfaction. In China, the battle is much less fierce; the kid wins, hands down…So, to bond with your female “head of the household” target, tell her she is really really needed. Without her, there would be no family harmony.
In America, mothers don’t really want to see the “perfect mom” in advertising. They consider that the image of perfection is frustrating to watch, rather than aspirational. Kate Reddy, played by Sarah Jessica Parker, in the movie I Don’t Know How She Does It only exists in fairy-tales. On the other hand, if brands portray the “real mom” image, it is too close to home – a reminder of the frustrations, rather than a positive view. However, one thing they have in common – they all want to see a positive image that shows the brand delivering a realistic improvement in their life.
In the Thai culture, where people in urban families rarely show their love to each other publicly, a commercial by DATC (see below) made it even more inspiring, and in a way, started a ‘movement’ in the local market.
From food, financial services, retail, communication products to public service; and from China, Thailand, Singapore, Brazil to the UK, this emotion works unfailingly. When executed well and honestly, the effect could be very powerful.
At the time when we celebrate Mother’s Day, I would like to share with you some of the commercials from different countries that capture this sentiment.
I also love to hear from you if there are any great campaigns describing the love of mothers that reflect the unique culture of your country.
▼John Lewis, United Kingdom
▼LamSoon, Hong Kong
▼Thai Life Insurance (Mae Toi), Thailand
▼TE AMO (I LOVE YOU), Brazil
Note: This public service spot was directed by the award winning film director, Yasmin Ahmad.
▼Bud Light “Wedding Dress”
▼Oxo Cubes: Remember Preston
▼Calbee Cappa Chips: That’s Life
▼Heinz Baked Beans: Margaret
▼Tesco: Cheerful Sole
*Special thanks to Helena Rosario from Portugal and Nattavut Leekulpitak from Thailand who sent me their favourite commercials.
Happy Mother’s Day. Wherever you are.
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