Ahead of Mother’s Day this weekend, these brands are getting sentimental and acknowledging the challenging few years many moms have had.
Mother’s Day is typically full of tropes, such as a bouquet of flowers or breakfast in bed.
But after the past two years of a pandemic which has been particularly difficult for mothers, moms are looking for a more authentic expression of gratitude.
Campaign US rounded up a few of our favorite campaigns ahead of Mother’s Day that speak to the true experience for many moms today — and acknowledge their struggles and triumphs.
DoorDash: The Memory Blooms
Flowers can be cliche, but they can also be sentimental. This year, DoorDash is promoting its flower delivery services by sending custom arrangements inspired by mothers’ old photos through TheMemoryBlooms.com. The food delivery chain is partnering with 3,000 florists nationwide to assemble the arrangements.
A two-minute film created by The Martin Agency and directed by Nina Meredith highlights the emotional connection flowers can bring when rooted in sentimental value through the eyes of Jayne Neal. “When I was growing up, somebody giving me flowers was one of the best things they could do for me, because they made me feel significant,” she says.
“Flowers can mean more when they come from a memorable moment,” said Paola Villatoro-Weir, senior copywriter at The Martin Agency. “For this campaign, we’re not so interested in creating ads but powerful and poignant storytelling.”
View original article HERE.