WATCH What happens when you tell Mom "I love you"

Sometimes, it looks like the simplest ideas have the most impact.

While many brands have been creating Mother’s Day ads ahead of this weekend, this one seems to have hit the spot.

This marketing stunt by Jurong Point Mall pulls random strangers into a booth to film them while they call their moms to say “I love you”. While a simple idea, the video later shows participants breaking down and crying, as the conversation gets more personal.

Watch the video here:

A spokesperson for Jurong Point Mall said that the video was done in partnership with its social media agency Hashmeta and video production firm Arctic Foxes.

The video has hit over 17,000 views on YouTube(at the time of publishing) since it went live on Tuesday this week. The video is also up on Jurong Point Mall’s Facebook page, with more than 200,000 views for the post.

"The motive behind the video wasn't to push sales for our tenants, but to engage our shoppers and encourage interaction between the mall and shoppers. I hope we have succeeded in the latter, and in doing so, allowed Jurong Point to leave an indelible mark on our shoppers' memory," said Camie Chua, senior marcoms manager, Starmall Property Management Pte Ltd.