Leo Burnett Chicago Gets Verklempt for Hallmark

By Erik Oster 

Get your tissues out, because Leo Burnett Chicago has launched a (predictably) sappy Mother’s Day campaign for Hallmark.

For the effort, the agency asked people to describe their moms and all they do for them. The catch? The mothers are in the other room watching and can hear the whole thing. While the approach may be predictable (and far from original), it’s perfectly on-brand, and will get shared plenty in the days leading up to Mother’s Day. Hallmark is one of the earlier brands to push out its Mother’s Day campaign, but there are so many videos in the series that it makes sense to let them slowly make their way around the Internet as the holiday approaches.


Client: Hallmark
Agency: Leo Burnett Chicago
Chief Creative Officer: Susan Credle
Executive Creative Director: Charley Wickman
Creative Directors: Mark Wegwerth, Christopher Cole
Senior Art Director: Kate Sullivan
Senior Copywriter: Adam Ferguson
Head of Production: Vincent Geraghty
Executive Producer: Tom Keramidas
Senior Producer: Rena Dusenbury
Business Manager: Anne Carbo
Senior Talent Manager: Linda Yuen
Music Supervisor: Chris Clark
Music: Massive Music
Managing Account Director: Karla Flannery
Account Supervisor: Amy Walloch
SVP Participation Strategy Director: Kevin Lilly
Planning Director: AJ Livsey
Production Company: Chelsea
Executive Producer: Allison Amon
Executive Producer: Lisa Mehling
Executive Producer: Jonathan Gribetz
Editorial Company: White House Post
Post Production Company: The Mill
Director: Lauren Greenfield
Head of Production: Adam Guliner
Line Producer: Julianne Maloney
Editor: David Cea
Assistant Editor: Travis Hockswender
Executive Producer: Kristin Branstetter
Audio Mix: Erik Widmark
Colorist: Luke Morrison