Maltesers Shows A Spectrum Of Emotions That New Moms Experience In Witty Ads
Image via Maltesers
Maltesers UK turned its attention to maternal mental health in a campaign for International Women’s Day. The video, created by Abbott Mead Vickers BBDO, aims to encourage viewers to have an open dialog about mothers’ mental health, which comprises the highs and lows that come with parenthood.
The campaign was developed in partnership with Comic Relief and it gives viewers a candid look at the various emotions that new mothers experience.
Two advertisements show hilarious conversation between women who are tackling the unexpected challenges of motherhood. The first commercial shows a woman complaining of her sore nipples while breastfeeding, while the second clip shows a mother revealing her leaking breasts as her mother-in-law overstays her welcome.
Maltesers, which has a multi-year partnership with Comic Relief, will also donate to charities supporting maternal mental health like The Happy Mums Foundation and Smile Group.
The Mars Wrigley brand will also run a social media campaign that will explore the different spectrums of motherhood. It will include Giphy stickers and Instagram Stories, as well as encourage mothers to share their personal experiences.
“What we’ve heard is how motherhood is this real spectrum of emotions that can change on a daily basis. We want to start the conversation and get mums to recognize the importance of that and saying it is okay to ask for help – to encourage talking about tougher stuff and take away that stigma,” said Leah Dyckes, brand director of Maltesers UK.
[via Ad Age, cover image via Maltesers]
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