From Facebook to KFC—11 Brands Honor Moms in Light of the Pandemic

Mother's Day may look different this year, but it's a holiday worth celebrating

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Adweek

Moms have traditionally been leaders at the frontlines of our homes, but now, many moms have transitioned into becoming leaders at the frontlines of a pandemic. They’re working on their couches while simultaneously pleading to their kids to do their online schoolwork; they’re wearing painful surgical masks for 12-hour shifts and coming home to spend the rest of their energy tucking their children into bed; they’re risking their lives working in processing plants to ensure their kids have food at the table while they stay safely locked-in.

Unfortunately, most of us won’t be able to give all of these moms the parties and parades they deserve this Mother’s Day, but these 11 brands will honor moms on May 10.

Teleflora

Floral delivery service Teleflora’s Mother’s Day campaign, “A Mother’s Love,” features user-generated content from real moms who are going above and beyond to create a semblance of normalcy under abnormal circumstances. The 80-second spot from The Wonderful Company’s in-house creative team, Wonderful Agency, showcases moms homeschooling, organizing birthday parades, choreographing TikTok dances to ensure their children are learning and playing while also staying safe.

“Seeing moms posting on social media about their experiences and their feelings, both good and bad, we knew it was going to be a very different Mother’s Day and wanted to recognize these unusual circumstances and Herculean efforts,” said Danielle Mason, vp, consumer marketing, Teleflora in a statement.

Microsoft Teams

For Mother’s Day 2020, Microsoft’s collaboration platform is recognizing the moms and caregivers making remote working work. “To Every Mom Doing Her Best,” produced in collaboration with McCann New York, depicts real moms working at home via Microsoft Teams while surrounded by their stay-at-home reality—replete with its interruptions, interjections and sometimes, insurrections.

“We thought it would be fun to give a realistic portrayal of what life is really like for moms working from home these days to salute them, and let them know they are not alone,” said Kathleen Hall, corporate vp, brand, advertising and research, Microsoft.

Credits
Client: Microsoft
Agency: McCann New York
Edit: Rock Paper Scissors
Finishing/Post: Craft

Peanut

Peanut, a motherhood-focused social networking app, has created a moving Mother’s Day film that highlights the hardships faced by those who are desperate to conceive in a time when thousands of fertility treatments have been paused or canceled due to Covid-19. The company said comments about the topic have increased by 100% on the app. Made entirely from user-generated content, “The Meaning of Mother’s Day” runs for over two minutes and displays images and videos of hormone injections, feelings of isolation, miscarriages, as well as reassuring words and visuals that offer encouragement to hopeful and current moms.

Shapermint

Pro-body confidence shapewear brand Shapermint shifted its Mother’s Day ad budget away from promoting intimates toward spreading social distancing awareness. #MakeTheCall urges women to stay socially distant—but emotionally present—with their mothers. Patched together from video calls made between six real-life mother and daughter duos, #MakeTheCall’s PSA-style spot hinges on relaying a simple message: Americans can save their moms’ lives by not visiting them this Mother’s Day.

Chili’s

Chicago-based advertising agency O’Keefe, Reinhard & Paul and Chili’s cooked up a Mom-cation collection giveaway for moms who have been juggling multiple roles at home and working overtime during the Covid-19 crisis. The Mom-cation giveaway, includes these prize goodies: a robe embossed with the phrase “I’m not a regular mom, I’m a Chili’s Mom,” an eye mask, slippers, a face mask, a Dip & Sip bathtub margarita holder, Chili’s red nail polish and a Chili’s gift card.

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