Mother’s Day advertising without the mush is always welcome. This one is forgiven for being a blatant brand campaign. That’s how good it is.

UK creative agency, isobel, has created the new global campaign for Australian tea brand, T2. It draws on humour to inspire people to give the tea as a Mother’s Day gift – in order to Make Up For Everything (all the horrible things they put their mum through).

The campaign uses real photographs sourced by scouring social media to highlight some of the things that mums had to put up with – for all the acts of teenage rebellion, for the tantrums in public places, for the outrageous hairstyles that ruined the photos she wanted to treasure, and so on.

The campaign will run in the UK until Mother’s Day, and then roll out ahead of Mother’s Day in the US, Singapore, Australia and New Zealand.

Credits

Creative Agency: isobel
Creative Partner: Rob Fletcher
Creative Directors: Ben Stump & Simon Findlater
Creatives: Tom Dyson & Lance Boreham
Account Partner: Sarah Humphreys
Account Director: Maggie Sylvester
Account Executive: Fran Houlding
Planning Director: Sarah Sandford