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Prisoner and astronaut show a mother’s love in Ogilvy-created global film for Unilever

Ogilvy & Mather’s Singapore office has produced a short film for Unilever brand Comfort in which a prisoner and an astronaut demonstrate the love a mother has for her son.

The film, entitled ‘The day I visited my son’, ends with the line, ‘There are no good or bad mothers as long as there is love’.

The film was co-created by Ogilvy & Mather London and will initially run on Comfort’s new global YouTube page. The film is to be adapted and shared on the brand’s local social media channels in due course, the company informed Mumbrella.

Yves Geisenberger, global brand VP for Fabric Conditioners, Unilever, said in a press release: “The pressure on mothers today is intense. Everywhere you turn there is an opinion, a celebrity or a style of motherhood that is deemed ‘right’. And it changes constantly. Most communications perpetuate this notion that everything and everyone should always be picture perfect. What we set out to do with this film is to take a moment to remind all mums, and society as a whole really, that, in the end, it’s the little everyday things that mothers do to express their love that matter more than trying to reach perfection. Instead of adding to the pressure, we want to help restore confidence.”

Eugene Cheong, chief creative officer of Ogilvy & Mather APAC added, “We chose a prisoner and an astronaut to illustrate the dramatic contrast between two sons whose paths in life have taken them to very different places. What unites them is the time they must spend away from their families. Despite their sons’ disparate circumstances, both mothers share the same doubts and believe they could have done things better.”

“Importantly, the film features real people and real families, not actors. It is impossible to tell whose son is whose, reinforcing the message that what matters in the end is the love mums give,” Cheong said.

The film is not dissimilar in theme to Unilever rival Procter & Gamble’s ‘Thank you, mom’ tribute to mothers that launched around the 2012 Olympics.

Credits:

  • Project title: The day I visited my son
  • Client: Unilever Plc.
  • Unilever Global Brand V.P.: Yves Geisenberger
  • Unilever Global Brand Director: Shuchi Suri
  • Creative Agency: Ogilvy & Mather (Singapore & London)
  • Chief Creative Officer, Asia Pacific: Eugene Cheong
  • Global ECD for Unilever: Andre Laurentino
  • Executive Creative Director: Nicolas Courant
  • Account Management: Rahul Gupta, Mel White, Loren Lourens
  • Planning Directors: Jodi Shelley, Owen Dowling
  • Art Directors: John-John Skoog
  • Copywriter: Fabio Montero
  • Agency Producer: Justine Hazlett
  • Production House: Collider Australia
  • Director: Damon Cameron
  • Producers: Rachel Ford Davies, Catherine Warner
  • Exposure: social media, TV
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