Playing on people’s outrage at the parenting “fails” of others is so much fun in DAVID Miami’s Mother’s Day campaign for lawn and garden brand, Pennington.
Hijacking the Mother’s Day gift-giving extravaganza for the benefit of plant mums is equally clever.
Many millennials consider themselves to be “plant parents”. DAVID Miami’s audio spot mixes up the worlds of traditional motherhood and plant motherhood — from not feeding your “kids” for days, to making all of them “live in the backyard.” Of course, any normal mum would be seen as a terrible mother if they acted this way, but for Plant Moms, it’s just another average day.
In addition to the audio spot, the brand created a series of humorous e-cards for fans to share with the plant moms in their lives to give them the appreciation they’d never hear from their leafy babies. The e-cards are available on Mother’s Day across social media platforms like META, X (Twitter), and TikTok where the spot is also running.
“Plant mums do a lot of work that gets taken for granted to keep their lawns and gardens happy and healthy. Don’t they deserve to be appreciated too? Their plants obviously can’t thank them, so we wanted to instead,” stated Dan Hoeller, VP of marketing at Central Garden & Pet.
“The way we treat our plant children is different than our real kids. So, we really leaned into that humor to create a piece that we knew all the plant mums out there could really relate to and appreciate,” added Edgard Gianesi, chief creativ officer of DAVID Miami.
The campaign follows up on the brand’s new Grow from a New Angle platform, aiming to see the world of lawn and garden through a more sustainable and expressive lens.
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