Carslberg has subverted generic ‘your mum’ humour with a campaign taking a more positive approach to the often lewd sentiment.
The ‘If Carlsberg Did #YourMum’ campaign celebrates Mother’s Day with comedians Lloyd Griffith and Tom Davis exchanging positive ‘your mum’ quips.
The campaign, devised with creative agency TMSW, the campaign looks to tap into social media conversations surrounding the occasion, while combating negative points of view.
Dharmesh Rana, senior brand manager at Carlsberg UK, said: “Anyone can make a stupid gag at the expenses of their friends, but we wanted to create a piece of content which adds a layer of wit and intelligence to it.
“Clearly, ‘your mum’ is normally associated with negative sentiment and we’ve tried to turn it on its head, to ensure we’re celebrating mums across the country this Mother’s Day, by creating a piece of content which consumers genuinely enjoy and talk about in a positive way.”
The public will also be invited to submit their positive #YourMum quips, with the best submissions set to be re-enacted and shared by Carlsberg.