Motherhood is one of advertising's most explored territories - and therefore one of the most difficult to do freshly. P&G's 'Thank You, Mom' series found a way in that no-one had used before: telling the story of Olympic athletes' achievements from the perspective of the people who woke them up for early practice, drove them to training, and believed in them when results were hard. The campaigns in this collection found similarly specific angles on motherhood - angles that felt discovered rather than invented.
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Milf
- Ebury Spotlight · Jack Smyth · 2025
Cover for Paloma Faith's memoir Milf. The lollipop standing in for a letter gives the provocative title a playful, candy-sweet wink - reclaiming the word for a frank book on motherhood and identity.
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Arrived at
- Burger King
Ad for Burger King. Pairing the baby's arrival time with a delivered burger celebrates two arrivals at once - a real, human moment where comfort food meets a life-changing day.
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Mother is the origin
- VISTONY · GRAVEDAD · 2026
Mother's Day sends people on long drives back to where they came from, toward the one embrace that still makes them feel looked after. VISTONY service centres sit along those routes, so the brand appears as part of the journey home rather than as a destination.
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TENEMOS ALGO DE MAMÁ
- Netlife · BBA Ecuador
Netlife had built its position as the leading internet provider on innovation and technology, playing the magician and the sage. Looking closer, it found its real role in people's lives sat somewhere warmer and more domestic, and the campaign moves the brand onto that ground.
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The Greatest Gift
- Finish · 2021
Finish "The Greatest Gift". Finish frames water-saving and care as a gift, tying the dishwasher brand to sustainability.
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Mother
- Johnson & Johnson · 2020
Johnson & Johnson "Mother". A tender spot celebrating mothers and nurturing care.
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We Are Bears
- Tous · LOLA MullenLowe · 2021
Part of TOUS's "We are Mothers, We are Bears" platform by LOLA MullenLowe, which uses the Spanish jewellery house's signature teddy-bear mascot as a metaphor for motherhood. The insight is that a mother is both tender and fierce - protective like a bear - so the film pairs quiet, intimate mother-and
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The Home School
- La Villita · 2020
La Villita "The Home School". A community spot framing La Villita around learning and belonging.
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The Mom Penalty
- women empowered global · HumanSense, Sri Lanka · 2021
Women Empowered Global's 'The Mom Penalty' for #ChooseToChallenge: pandemic working mothers juggled jobs, housework, childcare and remote school - and four times more women than men left the workforce. The insight: the penalty is structural, not personal; the campaign names it like a fine so employe
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Not Today
- Marie Stopes International · Archer Troy · 2021
Marie Stopes International's 'Not Today' for Mexico's Mother's Day: where abortion is legal yet feared into clandestinity, the film honours the women who chose not to become mothers - today. The insight: the bravest Mother's Day message is that motherhood must be chosen; the tribute includes the cho
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Exceedingly good cakes
- Mr Kipling · J. Walter Thompson · 2015
To elevate Mr Kipling's mass-market packaged cakes into thoughtful, premium gifts for Mother's Day, this campaign taps into the insight that real maternal appreciation lies in small, daily recognitions rather than grand gestures. The strategic move reframes the humble supermarket cake as a meaningfu
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Mum, I'm sorry
- M&C Saatchi · m&c saatchi · 2020
This UK public-health message reframes staying away from your mother on Mother's Day as an act of love. The insight: the instinct to visit and hug is exactly what could endanger her during COVID, so mum, I'm sorry we can't be together turns the apology into protection, now it's the child's turn to k
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Finger lickers come first
- KFC · Mass Digital · 2026
For Mother's Day, this campaign was built on the insight that mothers rarely get to eat in peace because their children’s needs always come first. The creative idea, "Finger-lickers come first," cleverly repurposed the brand's famous slogan to honor the small, everyday sacrifices of motherhood. The
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By mom's side
- Caprice · Gut Marketing Services · 2026
The campaign taps into the universal insight that many children have played hairdresser, only for it to end in a tearful, chaotic mishap. The creative idea is to position mothers as the heroes who step in to solve these hair disasters. The strategy was not to make the brand the hero, but rather the
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I’m fried
- Popeyes · Garabato · 2026
To stand out on Mother's Day, Popeyes targeted the universal feeling of dread when you know your mom is about to discover you've done something wrong. The creative idea was to connect this feeling with the common phrase, "I'm fried." The campaign name itself creates a double meaning, linking the sla
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The best fridge
- Kotsovolos · DDB Athens · 2026
For Mother's Day, Greek appliance retailer Kotsovolos moved beyond product features by tapping into a beloved local insight: the cultural tradition of mothers stocking their adult children's fridges with homemade food. The creative idea reframes "the best fridge" as not the most advanced one, but th
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Stray Mums
- Greek Ministry of the Interior & Special Secretariat for the Protection of Companion Animals · The Newtons Laboratory · 2026
To address animal overpopulation, this campaign subverted the traditional warmth of Mother's Day. The core insight is that while humans celebrate motherhood, for thousands of stray animals it is a direct threat to their survival. This strategy reframes the holiday as an advocacy day, juxtaposing fes
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Being a mom
- Gerens · Fosbury Latam · 2026
To address why 41% of Peruvian women leave the workforce after childbirth, this campaign tackles the perceived incompatibility between career and motherhood. The core insight is that mothers shouldn't have to choose between their professional and maternal identities. The creative idea reframes mothe
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Our First Wellness Coach
- Pacifico Seguros · The Juju Peru · 2026
The creative idea reframes wellness by positioning mothers as "Our First Wellness Coach." This is based on the insight that before the modern wellness industry existed, mothers taught us foundational lessons of self-care, like how to breathe through difficult moments. To promote its "Quererte Sano"
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A moment for her
- Burger King · Garabato · 2026
This Mother's Day campaign was built on the insight that while mothers cherish time with their kids, they rarely get a moment that is truly their own. The strategy was to position Burger King not just as a treat, but as an enabler of a rare, personal moment of solitude. The creative idea, "a moment
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Hamnet Movie Poster
- 2025
Poster for Chloe Zhao's film Hamnet. The crowd dissolving into a spreading stain evokes collective grief pouring from a single loss - the death of Shakespeare's son - without depicting it directly.
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Legacy
- Dove · Ogilvy · 2016
Dove filmed mothers describing their own bodies, then filmed their daughters describing theirs - and the language matched, almost word for word. The insight is that body anxiety is inherited: girls learn to criticise their appearance by listening to their mothers do it first. The strategic problem w
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Happy Mother's Day
- Dettol India · McCann India · 2018
A Mother's Day film written as a letter from a mother to her newborn. It welcomes the baby to a world it will spend years learning, discovering and exploring, and makes the single promise underneath the brand: that she will be beside them throughout it.
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Mother's Secret Weapons
- SO&U · 2018
For Mother's Day in an African market, the campaign leans into a specific cultural memory: the household object mothers reached for when discipline was needed, remembered fondly by grown children rather than resented. The insight: nostalgia for firm-handed love resonates more than a soft, generic Mo
The risk in Mother's Day advertising is the same as in any occasion-driven work: the occasion dictates the brief, and a brief that can be predicted in advance produces work that can be predicted in advance. The campaigns in this collection earned their place by refusing that predictability - by finding something true about mothers and motherhood that the occasion hadn't already made a cliche.