For those of you who haven’t been a mum or perhaps, haven’t been a working mum, breast pumps squeak. They make a squeaky, pumpy noise that resounds throughout an office (or throughout wherever you happen to be expressing milk). They’ve also tended to be clunky paraphernalia things that, Mums say, make them feel like a…

Elvie has fixed the breast pump problem. It has created the first silent, wearable breast pump. It has no wires or tubes and fits discreetly inside a nursing bra, giving women the freedom to move, hold their babies, and even go out while pumping.

And Mother has created the breast pump ad. It’s humorous, irreverent. It’s a dancing music video. It has lyrics like, pump it up, pump it up, I’m milking my ladies. It has cows. It will probably get hate mail as well as love mail. And it gets the message across. The film and its social assets will launch online and through social channels in the UK and US.

The director and all four dancers are mothers who have experienced first-hand the challenges of expressing and the limitations brought by traditional breast pumps. The collaboration with real mothers was important to the production, Mother says, “as it gives authenticity to the light-hearted approach to a delicate theme”.

Most importantly, there’s a reveal at the end. The women in the ad have been wearing the new breast pump throughout the sequences. The “reveal” is a literal reveal. The pumps are seen inside the women’s bras and on their breasts, doing their job.

Someone is sure to whinge about that and, hopefully, help to spread the news that this is a brilliant product.

Ana Balarin, partner and executive creative director at Mother commented, “The Elvie Pump is such a revolutionary product that it deserved a bold and provocative launch. By drawing a parallel between expressing women and dairy cows we wanted to put breast pumping and all its challenges in the spotlight, while demonstrating in an entertaining and relatable way the incredible sense of freedom that the new pump will bring.”

Tania Boler, founder and chief executive officer of Elvie, added, “Our aim is to transform the way women think and feel about themselves by providing the tools to address the issues that matter most to them, and Elvie Pump does just that. We’re excited to be launching a product we know will be a huge leap forward in this space.”

Credits:

Strategy: Mother

Creative: Mother

Production: Mother

Director: Fiona Jane Burgess

Music: Wonderkid Sound

Lyrics: Mother