How creative agencies are reimagining Mother's Day

By Ruby Derrick | 12 May 2023

Creative agencies this Mother’s Day have focused on some of the real moments shared and experienced by mothers and their children.  

The commercials dodged the classic pigeonhole of Mother’s Day advertising, often romanticised, rife with "pinkwashing" and archaic stereotypes.  

Qantas and The Monkeys, part of Accenture Song, released a campaign highlighting the raw reality of growing up, distance between mothers and their children and the importance of connection. 

Budget Direct and 303 MullenLowe's collaboration was a humurous stroytelling of the mishap of those unwanted purchases from Mother's Day stalls, to reiterate how insurance is about being taken care of, when the unpredictable happens.

Here’s a look at some of the realistic, not-so-perfect moments in celebration of motherhood.   

Qantas has released the latest rendition of its Feels Like Home campaign – called Feels Like Home. 

Featuring a real-life reunion between an Australian mum and her overseas-based son after four years apart, the mum-of-four had been separated from her Japan-based son during COVID. 

The heartwarming moment of the mum and son finally getting a hug at her 60th birthday party in country Victoria was filmed in real time, and the reactions are real. 

The ad was developed by Qantas in partnership with creative agency The Monkeys, part of Accenture Song. Qantas’ Feels Like Home campaign is known for featuring real Australians and real employees.  

The Mother’s Day breakfast in bed is a rite of passage for most Australian kids, the "perfect" way for them to show their love for Mum. 

But unlike the picture-perfect representations shown in most advertising, the reality is quite different – a messy, burnt, inedible array of gluggy pancakes, gloopy porridge, spilt juice, and whacky flavour combinations. 

The campaign acknowledges that even though it’s not always up to café standards, breakfast in bed is a moment to be celebrated.

It showcases a range of brekkies, each featuring a Kitchen Warehouse product designed to handle even the most robust childlike efforts.

Surrounding each product is all the mess, colour and unusual ingredient choices that are often found when a child takes charge.

Simon Lamplough, CCO at Kitchen Warehouse, said there’s a big difference between the romanticised Mother’s Day breakfast in bed experience and the reality.

"Highlighting that disparity felt like a fun space to play. At launch, we are profiling a range of hard-to-swallow creations before coming to the aid of all budding brekkie makers with recipes, tools and gift ideas as they prepare for the big day," said Lamplough.

A new campaign for Budget Direct by 303 MullenLowe dramatises the potential peril mums across Australia face with Mother’s Day just around the corner.

Titled ‘Bath Bubble Trouble’, the latest epic episode in Budget Direct’s ‘Insurance Solved’ campaign series via 303 MullenLowe features the aftermath of a dodgy bath bomb purchased from a Mother’s Day stall.  

Budget Direct's chief growth officer, Jonathan Kerr, said Budget Direct 'Insurance Solved' is all about being taking care of, when the unpredictable happens. 

"In turn we have found great success in bringing our proposition to life in an unpredictable and engaging way," said Kerr.

"'Bath Bubble Trouble’ celebrates that approach in dramatic style while highlighting the outstanding value and protection offered via our Sum Insured Safeguard option, available in Budget Direct’s Home Insurance.”  

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