Four real-life mum's 'pump it up' in a tongue-in-cheek music video to express the realities of expressing milk, as Elvie launches the world's first silent, wearable breast pump.
Centred on the insight that '100% *(ish) of women who breast pump feel like cows' Elvie offers an alternative to clunky and noisy contraptions, advertising that its pump is completely silent, has no wires or tubes and can fit discreetly inside a nursing bra.
Giving an 'amoosing' approach to a delicate theme, the music video, created by Mother, casts real mums who dance around a barn that pops with colour, while a couple of cows mooch around in the background.
Enlisting real-life mums infuses the video with authenticity, while the infectious track, 'Pumping. Unplugged' touches on the realities these women have faced from breast pumping: 'In case you haven't noticed these aren't no udders, they're my boobs.'
The music video culminates in an ultimate reveal: the mothers have been expressing milk throughout the whole choreographed routine - much to the viewer's ignorance.
Elvie's founder and chief executive officer, Tania Boler commented: "Our aim is to transform the way women think and feel about themselves by providing the tools to address the issues that matter most to them, and Elvie Pump does just that. We’re excited to be launching a product we know will be a huge leap forward in this space.”
The film and social assets will launch online and through social channels in the UK and US from 17 September.