Parents used to say with a mixture of resignation and sometimes despair, “No one tells you about parenthood”. Now Instagram does. It talks about parenthood’s “gifts” of constantly juggling restless nights, potty training, playdates, and so much more. That it’s easy for parents to feel overwhelmed and under-appreciated. That parenthood is anything but chill.

But there is also a sense of community in parenthood. And a soupçon of humour. Rethink and Coors Light have picked up on that soupçon of humour while they congratulate the unsung victories of everyday parenting in their latest campaign. They celebrate parents who make the chill choice against all odds, the mums and dads who find a way to keep cool even after the most demanding days of parenthood.

Rethink and Coors Light highlight that soupçon of humour in their very relatable, warm hug of a campaign, that features mums and dads facing  tried-and-true moments (OK, trials) of parenthood, from coaching their kids’ soccer practice to hosting a birthday party and making it through their little one’s first flight, loads of luggage in toe.

Photography is by Ale Burset and the Parenthood campaign is running across strategic print and OOH placements. It is also being supported through an organic social contest in which Canadians can enter for a chance to win a New Parent Tab for their parent friends to enjoy their next date night on Coors Light. 

Credits
Client: Coors Light
Creative Agency: Rethink
Media: Wavemaker
PR: Citizen Relations