Ad Nut
May 12, 2017

Happy F*@!'n Mother's Day!

This Mother's Day, let mommy release her pent up feelings. (And watch Ad Nut's collection of mum-based commercials.)

(Above: For Lazada, by UltraSuperNew)

Whoah, whoah, whoah! Mom, is that what you really think? All those years Ad Nut strung together hazelnut bracelets for you or brought you acorns in bed, you really just wanted Ad Nut to 'buy you sh*#'? And what's with all the swearing?  My gosh, you really do need a break.

Okay, sit down, relax and put your bottom claws up. Ad Nut's gift to you this year is a collection of Mother's Day ads for you to enjoy.

For Kraft Mac & Cheese by CP&B:

Okay you're still clearly not relaxed. But thanks to this spot, Ad Nut is starting to get why. In this ad for Kraft Mac & Cheese, Mom says one thing to her kids but really only hits the spot when she lets loose her potty mouth. Ad Nut loves the honesty here, from Kraft too, admitting that it's product isn't exactly a perfect meal... but it too, can still hit the spot. (See Guilt is good: A Mother's Day affirmation, by our US colleague Doug Quenqua, for more on this ad in contrast to the whole guilt-trip genre.)

For Bridgestone by M&C Saatchi Singapore:

Making moms (and at least one kid) cry for Mother's Day may seem unkind, but this is very sweet (and effective, to the tune of over 1.4 million views).

For Pigeon Singapore by K&L Creative Asia

Pigeon is a retailer of babycare products in Singapore. This ad is really well done (Ad Nut can only imagine how much shooting was necessary to capture all those adorable expressions). As for the story, it's sweet, but Ad Nut would like to see the dad helping out with the actual child-rearing tasks rather than just making a movie. 

For Ikea, by Åkestam Holst:

Now here's the Mom Ad Nut remembers. AdNut teared up during this heartwarming ad from Ikea, showing the care and concern a mother puts into making a nest as comfortable as possible for her new addition to the family. 

For Maxis by Leo Burnett:

Malaysian communications provider Maxis puts the 'artificial' back into hype around AI here... though we have to wait a loooong time to get the point across. Nope, a robot is no substitute for a mother's intuition, but Ad Nut can't help but wistfully long for such an efficient manager of homekeeping, food storage and preparation, artificial or not. 

For PornHub by Officer & Gentleman:

Ack! Is this really what you want? Next time, just tell Ad Nut that your special glasses are for reading, okay?  

For Skittles by DDB:

This US ad was so disturbed that it got pulled, and Ad Nut felt it deserved a post all its own: Skittles strikes the wrong cord with Mother's Day ad.

For Vicks by Publicis Singapore: 

This came out in late March, but it's still probably Ad Nut's choice for the best Mother's Day ad this year.  A mom is a mom is a mom.

Monster Singapore:

No need for tears here... just a big dose of reality. Monster profiles the everyday struggles of professional moms who juggle careers and family life. 

For Red Label by Ogilvy Mumbai:

Short and sweet... or not so sweet.  Point made!

For Sunfeast Mom's Magic by OgilvyOne Worldwide Bangalore:

Hmmm... Ad Nut just can't seem to get on board with this one. All these kids want to do something REALLY SPECIAL for Mother's Day, but can't think up anything themselves. So then a brand steps in and decides to rescue them from their laziness by doing all the work to make something REALLY SPECIAL. And when the moment comes, it's a song? REALLY? Can't help but think that this might be one of those moments from the first ad where Mom turns around and instead just asks her kids to buy her sh#@ instead.

For Raid by BBDO:

Insecticide doesn't usually come to mind as a Mother's Day gift, but Raid isn't letting a good marketing opportunity go to waste. In this Chinese ad, two pairs of mothers and daughters read out letters from one another that underscore how mothers look out for their daughters. The message here is that the best mom's aren't just capable of caring, soft love, but sometimes need to guard their children with tough love and vigilance. Just like a can of poison obliterating harmful 小强 'little toughie' cockroaches (gulp). Point the spray can away from the tree, mommy.  

For Nivea by DigitasLBi (H/T: Campaign India):

An orphanage, a different kind of Mom.... hasn't Ad Nut seen this one already?

Seen any good (or bad) Mother's Day ads? Send them Ad Nut's way on Twitter or Facebook.

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.


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