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.

https://www.instagram.com/p/B_U28iCp9S6/

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.

https://www.instagram.com/p/B_2ruYdg2yC/

Epson

Basketball’s biggest brand ambassador Shaquille O’Neil and his mother Lucille are featured in Epson’s Mother’s Day campaign, “Preserve What’s Priceless,” cracking jokes and reliving precious memories while scanning cherished photographs together on the FastFoto FF-680W scanner.

Kentucky Fried Chicken

Last year, KFC went sexy for Mother’s Day, blessing all the moms out there with a Chickendales strip-tease from a chiseled Colonel Sanders. This year, the Colonel is adopting a more earnest, family-friendly tone for the fried chicken chain’s new Mother’s Day campaign. KFC teamed up with Messenger From Facebook to provide virtual Mother’s Day dinners for locked down families. Visitors to the KFC Facebook page can interact with the silver-haired mascot via Messenger bot to accomplish tasks needed to prepare an incredible night for mom.

Lowe’s

In the days leading up to Mother’s Day, Lowe’s will deliver $1 million worth of donated flower baskets to more than 500 long-term care and living facilities in cities most greatly impacted by the pandemic, including Boston, Chicago, Houston, Miami, New York and Seattle. This initiative builds on the home improvement chain’s $250 million commitment to Covid-19 relief.

March for Moms

MullenLowe LA set out to complete a passion project titled “Let’s Help Mom” for the prenatal, childbirth and postpartum care advocacy group March for Moms. The agency put together the 60-second film in under five days, using mostly user-generated content from friends and family. The “labor of love,” as svp and director of PR Erica Samadani described the spot to Adweek, depicts the sides of motherhood that aren’t usually talked about, the tiredness and frustration that society expects mothers to carry on their backs at all times (and with grace). The film concludes with a call to action to join March for Moms to support the needs of mothers and families in response to Covid-19.

Portal From Facebook

The Mother’s Day campaign spot for Portal From Facebook honors real-life mothers on Covid-19’s frontlines, as well as those moms who have been making extraordinary efforts while quarantined at home. Moms and mother figures are featured on “Thank You,” using the video-calling devices devices to stay connected and participating in activities while social distancing. Portal From Facebook’s in-house marketing team created the spot.

Sling TV

Sling TV’s Mother’s Day campaign, at first glance of the title, sounds a bit cold. “Do Nothing for Mom” puts the spotlight on real-life moms demanding that their kids give them the best gift they could possibly ask for: peace of mind. Per Michael Ribero, general manager of brand marketing at Sling TV, the spot (created along with The Martin Agency), was “filmed with a series of moms in quarantine with a fun take on a the serious rallying cry to help stop the spread of COVID-19.”

And, technically, you don’t even need to sign up with Sling TV to follow the campaign’s mom-approved orders this year—the streaming giant has been offering free access to its platform every night from 5 p.m. to midnight as a part of its “Happy Hour Across America” promotion.

Visit Philly

To commemorate the 100th anniversary of the 19th Amendment, which gave women the right to vote, Philadelphia—the City of Brotherly Love—has transformed into the City of Sisterly Love for 2020, thanks to regional tourism marketing group Visit Philly and creative agency Allen & Gerritsen. Just in time for Mother’s Day, Visit Philly launched the “City of Sister Love Radio” station streaming on iHeartRadio.

The 150-song playlist is inspired by the city’s powerful legacy of female musicians, featuring empowerment anthems by Philadelphians Pink, Patti LaBelle, Santigold and Sister Sledge, as well as girl power tunes from legendary and contemporary women of pop, rock, R&B and country. Anyone can submit song suggestions to add to the playlist. Between songs, the station will stream timely Covid-19-related PSAs.


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@monicroqueta monica.zorrilla@adweek.com Mónica is a breaking news reporter at Adweek.
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