The Mrs is a girl band with a USP: “Amid tales of teenage heartbreak and gone-wild nights at the club, where’s the music for women like us? We weren’t hearing our lives reflected on the radio, so we decided to sing it ourselves.”

It’s a girl band from Austin, Texas, for wives, mothers, career women, and those who are trying to do it all.

Who knows whether the marketing strategy is the five women’s own concoction. Who cares? As an exercise in creating cut through it gets an AA+.

The ad stunt, I’m Enough, to launch its first single, Enough, gets a AAA+.

A gilt-framed mirror in a shopping centre attracts women with questions like, “How do you feel when you look in the mirror?”

When they step in front of the interactive mirror and they’re asked to rate what their first thoughts are whenever they catch a glimpse of themselves.

A band member hidden in a booth behind the mirror responds, urging them to rate themselves higher.

But more – It turns out that the mirror is a lot more personalised than they could have imagined.

The mirror then plays videos in which their loved ones tell them how special they were. The band had recruited the families of some of the women to surprise them with a lot of applause.

Eventually the mirror asks them to turn around and they were greeted by their husbands and children who love them for who they are, a reminder that they’re “enough”.