R/GA Shares ‘#TextsFromMom’ for Samsung

By Erik Oster 

After reviewing several extremely similar, extremely sentimental Mother’s Day ads, R/GA’s humorous take on the superfluous holiday comes as a big relief.

The 60-second ad, entitled “#TextsFromMom” gently pokes fun at technologically-challenged matriarchs, in a way that every can relate to and doesn’t come across as mean-spirited. These text fails range from blank messages, to an entire recipe delivered via text, to unknowingly using a poop emoji for ice cream. The message is very on-brand, and ends with just the right amount of sentiment, via a short message telling viewers to give their moms a call this Sunday. It’s about as well as you can craft an ad around the limitations of the holiday, simultaneously poking fun at and celebrating moms. There’s also a social extension, giving Twitter users who tweet their own “#TextsFromMom” a chance to win a new Galaxy S6 Edge and, according to Adweek, you can dial the moms’ numbers that are visible in the ad to hear their voicemail messages.

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