Waitrose’s campaign this year doesn’t focus on a specific Mother’s Day gift. Instead, they seem to be suddenly keen on ‘experiential’ marketing, planting a flower in Kew gardens for every #Thanksmum message shared with them. Because all your mother wants this year is to have your intimate moments included in the social media conversation. Still, it’s a nice, thoughtful idea involving flora & fauna – well done Waitrose.
Boots is also focusing on giving thanks for mothers & their existence. However, they’ve done all the leg work for us and rounded up an adorable group of child actors to thank their hypothetical mothers with thoughtful gift items such as hair dryers and anti-ageing creams. Thanks kids.
This year’s real winners have to be Paperchase, who have not only managed to stereotype Mothers with an exuberance of glitter & pink card, but also, mankind. They follow ‘a day in the lives of’ three suitably Neanderthal males, who in adeptly push around some PritStick and scrawl their names on handmade Mother’s Day cards, demonstrating that the one thing that they can really thank their Mothers for, was their obvious failure to help them in progressing past the motor skills of a toddler.
So when your mother receives a virtual offering of thanks/flower planted in a garden other than hers, vaguely insulting beauty product and/or illegible card this year, she will be able to think, in awe, of the wonderful power of the advertising industry. Happy Mother’s Day!