Mother’s Day ad schmaltz is so yesterday. Gooey sentiment is out, reality is in – especially when it’s delivered with humour. Saatchi & Saatchi and John Lewis are giving Mother’s Day advertising an enchanting does of reality via a series of monologues by actress, writer and mum, Daisy May Cooper.
The social campaign, Daisy May on Mother’s Day, celebrates modern motherhood and the real, messy and hilarious experience that so many mums, including Cooper who is a mum of five, know all too well. Cooper discusses her worst Mother’s Day gifts (including a jalapeno humous facial from her daughter), her best Mother’s Day gift (her mum babysat all day so she caould binge-watch reality shows) and those she really wants this year – all with disarming honesty.
Rosie Hanley, marketing director at John Lewis, stated, “Daisy May Cooper is loved for her real talk and we knew that we needed a dose of this trademark honesty to find out what mums really want this Mother’s Day. This content reminds us that when a gift can speak a thousand words, it’s best to avoid a DIY disaster or a last-minute panic buy. Luckily, at John Lewis we’ve got the gifts that will actually make her day this Mother’s Day.”
Caroline Paris, head of creative, Saatchi & Saatchi, added, “Mother’s Day is full of sentiment – but we wanted to add some honesty. Daisy May Cooper cuts through with the kind of advice only a mum of five can offer: gift better. The campaign plays on the relatable tension of Mother’s Day cliches and last-minute panic with the genuine thoughtfulness of curated, interesting, and elevated gifts mums actually want, that you can find at John Lewis.”
The campaign made up of six pieces of video content, began on March 5 across paid and organic social and will run until Mother’s Day.
Credits:
Client: John Lewis
Chief Customer Officer: Anna Braithwaite
Marketing Director: Rosie Hanley
Brand Marketing Lead: Amy Tippen-Smith
Senior Marketing Campaign Manager: Emma Rule
Senior Marketing Brand Executive: Holly Graham
Advertising Agency: Saatchi & Saatchi
CCO: Franki Goodwin
Chief Production Officer: Jessica Ringshall
Head of Integrated Creative: Caroline Paris
Creatives: Molly Ohayon & Issie Peach
Senior Creative: Dan Jones
Planning Director: Polly Whitton
Business Lead: Isaac Hickinbottom
Account Director: James Hall
Executive Production Director: Sam Robinson
Business Affairs Manager: Liz Staley
Media Agency: OMD Manning Gottlieb
Production Company: Riff Raff Films
Director: Holly Hunter
Global Managing Partner: Natalie Arnett
Executive Producer: Sarah O’kane
Producer: Matthew Posner
Production Manager: Matt Bulaitis
Production Assistant: Maddy Smith
DoP: Miguel Carmenes
Editing Company: Stitch
Editor: Laura Zvarikova
Executive Producer: Angela Hart
Producer: Sarah Adewunmi
Grade: Studio RM
Colourist: Juliette Wileman
Executive Producer: Mike Coley
Colour Producer: Ella Hill
Post-Production Company: Publicis Production
Executive Producer: Sam Faulkner
Senior Producer: Tom Bogda
Editors: Nick Demeza & Paul Fitzpatrick
Sound Engineer: Tom Guest
Composer: Cam Griffiths
