The Drum Awards Festival - Official Deadline

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Client: Carhartt
Date: May 2021
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Every mother knows that their work never ends. After a full day on the job, the mom shift starts back at home and it can be exhausting. This is something workwear brand Carhartt sought to emphasize in its Mother’s Day spot, which features real-world labourer moms – farmers, welders, electricians – who spend their days on the farm or on a job site.

Directed by Pam Thomas through Community Films and created by Carhartt’s in-house agency, 'The Shift That Never Ends' pays homage to those women whose lives straddle hard physical work and the tenderness of being a mom. Thomas says the rawness of the womens’ emotion was the result of casting real families and following their real lives.

Despite the portrayal of hardcore moms and their non-stop lives, the spot’s message is simple: Carhartt doesn’t make gear for Mother’s Day because for those 24 hours, Mom shouldn’t be working. Instead, the best thing these 364-day-a-year labourers can receive is a day of rest.