The bond shared between mother and child is one-of-a-kind, which is why most everyone doesn’t want mothering from strangers or co-workers. Flower delivery service Teleflora, announced its new Mother’s Day bouquet collection with the launch of its ‘Love Like a Mother’ campaign, which finds strangers trying to bond through awkward situations.
The humorous spots highlight a series of scenarios ranging from mundane activities to major milestones where strangers jump in and have intensely endearing reactions, like a mom would display toward her own children. In one, a woman leans over to the person sitting next to her with a hanky and tells her to blow her nose. Another finds a fellow job candidate grooming another grown man before their interviews. Other situations find a server trying to feed chicken nuggets to an adult, police detectives saying they’re ‘very disappointed’ in a woman being charged, and a bus driver telling a passenger to get more sleep, as well as a Teleflora delivery person getting a bit of dirt off her face. All are meant to show that the actions are endearing from a real mom, not from strangers.
The campaign is launching across YouTube, Facebook, Instagram, and programmatic targeting on connected TV and desktop.
“The level of authenticity and vulnerability we experience with Mom is unmatched. She is our anchor and the first person we turn to when we need emotional support,” said Danielle Mason, vice-president of consumer marketing at Teleflora. “This Mother’s Day, we hope consumers love out loud and express the unique feelings only they share with Mom in ways that make her feel truly special.”
The campaign was created by The Wonderful Company’s in-house creative team, Wonderful Agency, in partnership with director Jamie McClelland. “As a mother, the things we are willing to say and do in support of our children knows no bounds,” said Amber Justis, executive creative director of Wonderful Agency. “As it turns out, nothing better exemplifies the uniquely unconditional quality of a mom’s love than watching other people try to love like a mother.”
‘Love Like a Mother’ is an extension of Teleflora’s ongoing ‘Love Out Loud’ brand platform, encouraging people to share love. The campaign directs people to the Teleflora website to order Mother’s Day flowers.
See the spots by clicking on the Creative Works box below.