Unilever’s fabric conditioner brand Comfort has launched a short film targeted at moms.
The film features two mothers talking about their sons as they prepare to meet them, after not seeing them for a long time. One son is a prisoner, the other is an astronaut.
“The pressure on mothers today is intense. Everywhere you turn there is an opinion, a celebrity or a style of motherhood that is deemed ‘right’. And it changes constantly. Most communications perpetuate this notion that everything and everyone should always be picture perfect,” said Yves Geisenberger, global brand VP for fabric conditioners, Unilever.
“What we set out to do with this film is to take a moment to remind all mums, and society as a whole really, that, in the end, it’s the little everyday things that mothers do to express their love that matter more than trying to reach perfection. Instead of adding to the pressure, we want to help restore confidence,” adds Geisenberger.
The film ends with a twist, not revealing which man is the son of which mother.
It was created by Ogilvy & Mather London and Singapore.
Eugene Cheong, chief creative officer, Ogilvy & Mather Asia Pacific, said, “We chose a prisoner and an astronaut to illustrate the dramatic contrast between two sons whose paths in life have taken them to very different places. What unites them is the time they must spend away from their families. Despite their sons’ disparate circumstances, both mothers share the same doubts and believe they could have done things better. Importantly, the film features real people and real families, not actors. It is impossible to tell whose son is whose, reinforcing the message that what matters in the end is the love mums give.”
Watch the video here: