THE ICONIC celebrates all the roles Mums play in new Mother’s Day campaign via Emotive
For Mother’s Day 2020, Australia and New Zealand fashion and sports destination, The Iconic, recognises that this year, more than any other, mums deserve a thank you as illustrated in its new campaign via Emotive.
The centrepiece of the campaign is a 1:12min long film thanking Mums who are having to work from home, home-school, entertain and provide care around the clock in this unique period of self-isolation.
Says Alexander Meyer, chief marketing officer, The Iconic: “Working with Emotive to bring our vision for Mother’s Day to life has been great, since we were able to align deeply and take a truly cross-collaborative approach to this project. Being a parent is one thing but being a parent through the current times of uncertainty is a whole other ballgame. This Mother’s Day, we want to celebrate Mums and all those who take on a mothering role across the country, for the countless hats they wear. However they are making it work in their own ways, we praise and thank them.”
The campaign will run across TV, digital and social channels and marks Emotive’s creative debut for The Iconic. The candid and emotional piece draws on a mixture of UGC videos and stills to celebrate the incredible job mums are doing.
Says Ben Clare, group creative director at Emotive: “No gift will ever be enough to show mum how much she means, but The Iconic is a pretty good place to start. We’re very thankful to all parties involved, especially the wonderful mums who are featured, in helping us bring this work to life in the current circumstances.”
The bespoke music track is by upcoming BMG artist, Lola Scott. The track entitled ‘Like Only A Mother Can’ was created specifically for this film and in characteristic lockdown style, was written, recorded and produced out of her bedroom.
Music Track: “Like Only A Mother Can”
Written & Recorded by Lola Scott
Licensed courtesy of BMG Australia
Client: The Iconic
CMO: Alexander Meyer
Head of Creative: Fiona Murchison
Creative Agency: Emotive
CEO: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Sarah Clifton
Group Creative Director: Ben Clare
Executive Producer: Hayley-Ritz Pelling
Production Coordinator: Anna Burch
Editor: Corey Farrell
14 Comments
When fathers are also isolated at home it somewhat undermines this spot.
This would have worked better in a pre Corona Virus world.
Cliched, predictable wallpaper. Such a shame to see this coming from a brand like The Iconic.
It isn’t undermined by fathers being at home more at present. Its undermined because its boring.
There’s mothers in it cos it’s for mother’s day…. It’s akin to whinging that there’s no mums in a father’s day spot.
There are no Father’s Day spots anymore.
Or hardly any.
A few flogging booze maybe.
On the contrary,Mother’s Day is the second biggest event on retailer’s calendars.
Read into that what you will.
For a start, I’m not a ‘bro’
Secondly, it’s not the 1990’s.
And lastly, you’re missing the point.
You’re film makes out that Mums are doing this alone, shouldering the burden of looking after the family during lockdown. However, everyone is well aware that fathers are also isolated at home, there to share the burden of family care.
That’s why this doesn’t work.
This is just lovely. And I’ll leave it at that.
Sky News is another thread mate.
To the sad, sad (presumably) men who are lamenting the fact that this ad for Mother’s Day failed to feature Fathers…suck a d**k you out-of-touch twats.
I’m just here for the fights!
Oh wait, that’s been my household every single day for the past 6 weeks.
Good on you Iconic, this touched a chord – with a mother (and also a daughter)
Nah bro it’s just appreciating the things mums do
Just enjoy the work and calm down aye go hug a mother figure or something
Mothers, and the client, deserve better than this unoriginal effort.
Please stop using phone camera footage, with a melancholy track over the top. It’s done.
Ooh that Tara sounds like a classy gal.