The Drum Awards for Marketing - Entry Deadline

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Client: Lazada
Date: May 2017
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Lazada Singapore and UltraSuperNew launched a new ad for Mothers' Day, taking a capitalist twist on the day about celebrating your mom.

In the video, a mother is being invited for what seems to be a clich├Ęd ad about what moms really want is their children's love and attention. This was turned on its head when the mother begins to rap about wanting her son to buy her things, with the social media influencers playing as her entourage.

Watch the video here.


Creative director: Shivram Gopinath / Sy Chia

Art director: Wong Minagawa Rei

Director: Jasper Tan

Music composer: Jason Gelchen (Homeground Studios)

Writer: Ming Swee Koh