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Here’s how adland celebrated Mother’s Day this weekend

Yesterday, brands in the region went out in full force to get in on the Mother’s Day love and connection. From touching spots, to humorous ones which showcase mothers who can never seem to stop nagging, here is a round up of some of our favourite Mother’s Day ads this year.

Singtel

Done together with The Smart Local, Singtel’s Mother’s Day spot shows a video call between a chatty mother and her son which does not disconnect no matter which location the son is in because of Singtel’s 4G Tri-band network. This include locations such as inside an elevator, underground, in a freezer and even in the middle of the ocean because with the connection, “you can run, but you can’t hide” from your mother. The spot garnered 37,591 views, 146 shares and 447 reactions on Facebook at the time of writing. The spot takes on a similar theme to a previous Singtel spot which also shows celebrity couple Shane Pow and Kimberly Wang which never seems to end – or disconnect.

Huawei

Huawei’s touching Mother’s Day spot showcases a mother-daughter relationship through the eyes of a daughter who shows her appreciation to her mother’s efforts in bringing up her children. The spot is accompanied with a social media contest asking viewers to share their stories of their mother. The spot garnered around 480,740 views, 4,200 reactions, 538 shares and 208 comments at the time of writing.

Cathay Cineplexes

Cathay Cineplexes’ spot, which pushes its Mother’s Day promotion for senior citizens, reminisces on the friendship between three old ladies who watched movies together since their younger days. The friendship is also observed from the perspective of one of the lady’s granddaughter. On Facebook, the spot garnered around 146,954 views, 543 reactions and 248 shares at the time of writing.

BRANDS Singapore

BRANDS Chicken Essence Singapore released a spot which commemorates mothers from all walks of life, from young working mothers, pregnant mothers to be, older homemakers, grandmothers and even mentors. This spot garnered around 67,513 views, 365 reactions and 66 shares at the time of writing.

Dyson

To promote its Dyson hair dryer, the company got an artist to create a picture made of sand using the appliance. The image depicted at the end was that of a smiling woman, with a reminder to “Blow Her Away” with a Mother’s Day gift. The spot garnered around 1,100 views at the time of writing.

McDonald’s

Next to jump on the Mother’s Day bandwagon is McDonald’s which played on the different meanings behind when a child calls for his or her mother. This ranges from their first words to annoyances from embarrassment. The spot ends with a reminder that “Every Mum means the world to her children”, and garnered around 160,648 views, 1,800 reactions and 273 shares at the time of writing.

KFC

To commemorate Mother’s Day, KFC created customised KFC Tender-Loving-Flowers bouquets to winners of its Mother’s Day social media contest. The giveaway also included a Mother’s Day Celebration Feast and an OSIM uBuzz Handheld Massager delivered right to the winner’s doorstep.

StarHub

StarHub’s Mother’s Day post took a swipe at funny behaviours common to many mothers on mobile and social media – from playing Pokemon Go, Candy Crush and “liking” all their Facebook posts and pictures. These expressions of love was showcased in a video for a viewer to press pause on to find out what their “expression of love” should be. The spot garnered around 49,000 views, 385 reactions and 18 shares at the time of writing.


Ricola

For Mother’s Day, Ricola created a guide to translating what a Singaporean mother means when she says certain phrases. The album of photos covers topics such as having dinner at home, giving her share of food when she knows her child likes it and deferring to the husband on certain issues.

Marigold HL Milk

Flaunting its recent new redesign, HL Milk decided to take the cute route by producing a cartoon of a family of milk cartons doing housework as the “mother Milk carton” takes a rest. The post garnered around 2,300 reactions and 132 shares at the time of writing.

So which Mother’s Day campaigns were your favourite? Email us at viviennet@marketing-interactive.com, rezwanam@marketing-interactive.com, khaylib@marketing-interactive.com and janicetan@marketing-interactive.com.

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