• NEWS
    • Agencies
    • Brand Marketing
    • Creativity
    • Digital
    • Programmatic
    • TV / Video
    • FEATURED
    • Challenger Brands
    • Inside the Brand
    • Ad of the Day
    • CES
    • Sponsored
  • EVENTS
    • FEATURED
      • Elevate AI 2019
      • March 21, 2019
        New York
    • COMING SOON
    • Adweek Media All-Stars
    • Fastest-Growing Agencies
    • View All Events
  • WEBINARS
    • FEATURED
      • The Front Line of Customer Experience
      • Tue, Feb 19, 2019
        1 PM EST
    • COMING SOON
    • CMO Tenure Data Is the Secret to Agency Business Development
    • The Definitive Approach to Advanced Media Measurement
    • View All Webinars
  • CONNECT
    • Media Kit
    • Editorial Calendar
    • Agency Memberships
    • Group Subscriptions
    • Newsletters
    • Contact Us
    • ADVERTISE WITH US
    • Brand Awareness
    • Thought Leadership
    • Lead Generation
    • ADWEEK NETWORK
    • AgencySpy
    • MarketerMoves​
    • Social Pro Daily​
    • TVNewser
    • TVSpy
  • ADWEEK JOBS
    • Find a Job
    • Post a Job
    • CURRENT OFFER
    • Unlimited Job Postings
My Account Log Out Sign In Subscribe

AdFreak

A Baby Brand Has Created ‘The World’s First Team of Pregnant Superheroes’

Summer Infant based the characters on real moms

By Cara Anderson
|
May 13, 2018
Summer Infant's 'M.O.M. Squad' members are based on real moms and designed by artist Viera Boudreau.
Summer Infant
Share
By Cara Anderson
|
May 13, 2018
Share

Our society is superhero-obsessed at the moment, but one superpower has largely been overlooked: being a mom. To that end, baby products brand Summer Infant has decided the time has come to deliver the world’s first set of pregnant superheroes.

Named the “M.O.M Squad,” these superheroes are based off of real-life moms.

“We believe every mom is a hero. By portraying real moms as superhero characters, Summer Infant’s goal is to celebrate the strength and beauty of motherhood,” says Jen Johnson, Summer Infant’s vp of brand marketing.

The superheroes’ individual looks and powers were inspired by real women; Steph is Agent Momiter and is able to see and hear everything from her baby’s room; Tammy is Professor Potty and goes above and beyond in her potty-training skills; Patty, or The MotherLoad, is able to carry anything and everything her child may need; and finally Jasmine is Aquamom and has the ability to calm and control water at bath time.

These super moms were brought to life by by comic artist Viera Boudreau.

“In this project I’m taking these awesome real-life moms, and I get to draw them as these superheroes,” she says. “I think that’s really cool because moms are awesome and already superheroes—but I get to emphasize that.”

Summer Infant shows the behind-the-scenes process of creating the M.O.M Squad in a 3-minute film that explores how the brand and artist turned these real women into superheroes:

CREDITS:
Adam Ritchie Brand Direction: Campaign concept, communications strategy, execution
Summer Infant: Campaign collaboration, social execution, email marketing
Tribal Vision: Microsite development
Knack Factory: Videography
Viera Boudreau: Comic illustrations

Share
https://adweek.it/2IyYuDi
Cara Anderson

Cara Anderson

@cara_02
Cara Anderson is a contributor to Adweek.

Popular Now

  • 1
    10 Royalty-Free Music Sites Every Online Video Creator Should Know
  • 2
    The 25 Best Ads of 2018
  • 3
    Facebook Messenger: Here’s How to Block and Unblock Someone
  • 4
    Facebook: Here’s How to Remove Posts From Your Timeline in Bulk
  • 5
    Lee Clow Announces Retirement and Looks Back on a Career That Helped Define Advertising

Featured Jobs

Account Strategist
Warehouse Twenty One, Inc.
Cheyenne, Wyoming
Vice President, Brand and Consumer Marketing
NFL
New York, New York
Social Media Specialist
Leatherman
Portland, Oregon
Anchor/Producer/Multi-Media Journalist
WENY TV
Horseheads, New York
New Business Sales Executive
Thomson Reuters
New York, New York
See More Jobs
Adweek Adweek Adweek

EDITOR'S PICKS

Leadership & Talent

How the Lee Clow Talent Tree Spreads Far and Wide in Advertising and Creativity

by Doug Zanger

Leadership & Talent

Ogilvy Announces Another Restructuring in the Latest Phase of Its 'Next Chapter'

by Patrick Coffee

AdFreak

Thanks to Ancestry, Six Strangers Learn How They're Connected Via the Underground Railroad

by Shannon Miller

Brand Marketing

Nascar Hopes Marketing a New Generation of Drivers Can Lure Fans Back to the Sport

by Jameson Fleming

Streaming & OTT

NBA Superstars Are Here to Remind You That Hulu Has Live Sports Available for Streaming

by Sara Jerde

Agencies

Volkswagen Names Johannes Leonardo Lead Creative Agency in the U.S.

by Patrick Coffee

AdFreak

BMW Creates a Folk Hero for the Modern Age: the Unstoppable, Mysterious Ol' McLanden

by Amy Corr

AdFreak

This Ad Captures the One Thing Every Millennial's Dad Does

by David Griner
View Latest News >
  • About
    • Contact Us
    • Media Kit
    • Editorial Calendar
    • Sponsor Content
    • Jobs
  • Subscriptions
    • Subscription Options
    • Digital App
    • Newsletters
    • Frequently Asked Questions
    • Customer Service
  • Awards / Honors / Events
    • Awards and Honors
    • Adweek Events
    • Webinars
    • On-Demand Webinars
    • Trophies / Awards / Seals
  • Publications
    • Adweek Network
    • RSS
    • Backissues
    • Reprints / E-Prints
  • © 2019 Adweek, LLC. - All Rights Reserved
  • About Adweek
  • Contact Us
  • Terms of Use
  • Privacy Policy