The Agency 'Mother New York' Put a Creative Spin on Mother's Day
Mishal Omar — December 14, 2016 — Pop Culture
References: mothernewyork & adweek
The creative agency Mother New York decided to put a more unique twist on Mother's day campaigning this year.
Rather than opt for stoking sentimental feelings between mothers and their children, the agency decided instead to reveal a more realistic version of the relationship between the two. The agency created billboards and ads that featured direct quotes from 150 mothers they surveyed. The humorous campaign reveals quotes like "I picked up yours, you pick up theirs," "Tell your therapist nice things about me" and "I didn't go nine months without chardonnay for you to hate your job." The comedic and honest truths revealed in the campaign are likely quite representative of many people's relationships with their mothers.
By using humor instead of sentiment, the agency Mother New York was able to significantly diverge from the norms of advertising during this time of year.
Rather than opt for stoking sentimental feelings between mothers and their children, the agency decided instead to reveal a more realistic version of the relationship between the two. The agency created billboards and ads that featured direct quotes from 150 mothers they surveyed. The humorous campaign reveals quotes like "I picked up yours, you pick up theirs," "Tell your therapist nice things about me" and "I didn't go nine months without chardonnay for you to hate your job." The comedic and honest truths revealed in the campaign are likely quite representative of many people's relationships with their mothers.
By using humor instead of sentiment, the agency Mother New York was able to significantly diverge from the norms of advertising during this time of year.
Trend Themes
1. Humorous Mother's Day Ads - The rise of humor-based advertising strategies during Mother's Day campaigns presents an opportunity for businesses to stand out with unconventional advertising methods and potentially reach a wider audience.
2. Realistic Advertising - There is a trend towards more realistic advertising which presents an opportunity for businesses to shift away from traditional sentimental advertising and stand out with a more honest approach.
3. Mom-focused Advertising - As more campaigns are created specifically for mothers, businesses in various industries can take note and create their own mom-focused campaigns to appeal to this growing market segment.
Industry Implications
1. Advertising - The rise of humor and realistic advertising methods presents an opportunity for advertising agencies to experiment with unconventional methods and stand out in the crowded advertising industry.
2. Consumer Goods - As more campaigns are created specifically for mothers, businesses in the consumer goods industry can capitalize on this trend by creating products and campaigns targeted towards mothers and Mother's Day.
3. Alcohol Industry - The humorous and irreverent tone of the Mother New York campaign shows how the alcohol industry can approach Mother's Day from a different angle and create campaigns that break from traditional themes of sentimentality and gratitude.
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