Comfort sets out to relieve pressures on modern mums with 'There are no good or bad mothers, as long as there is love' messaging
Unilever fabric conditioner brand Comfort has set out to relieve some of the pressures and tensions facing modern mums with a short film showing that there are no good or bad mothers, as long as there is love.
Working alongside Unilever’s global Comfort marketing team Ogilvy & Mather London helped to decipher the brand’s place in modern life, finding that the brand should help in alleviating some of the pressures placed on mothers. Ogilvy & Mather Singapore then brought the idea to life by creating a film which two mothers anxiously preparing to visit their sons that they have not seen for a long time – one is a prisoner, the other an astronaut.
Unilever global brand VP for fabric conditioners, Yves Geisenberger, explained: “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.”
“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,” said Eugene Cheong, chief creative officer, Ogilvy & Mather Asia Pacific.
Andre (Dede) Laurentino, global ECD for Unilever at Ogilvy & Mather London, added: “We hope mothers and people around the world will find the film thought provoking and join us in our efforts to appreciate and recognize mums for all the big and little things they do every day to express their love.”
As the film unfolds both mothers are shown talking about how much they love and miss their sons and how they tried to raise them right, both of the sons reflect on their childhoods and how much their mums did for them, and how they always felt loved. The film doesn’t reveal which man is the son of which mother.
Content created with:
Ogilvy & Mather Group UK
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