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Mother London


Pyjama Mamas

They tried to ban them from the public eye. But nothing can stop these mamas… #PyjamaMamas

Disciplines: Advertising/Creative

Sector: Automotive

Agency: Pyjama Mamas, Mother London

BITE Insight

Ad campaigns are often drawn from headlines or cultural and societal events. Sometimes all it takes is one attention-grabbing headline or a scandal-inducing moment to inspire a powerful campaign.

Pyjama Mamas, the new Vauxhall ad created by Mother London is a response to an instance last year, which saw a headteacher ask mothers not to turn up to school gates in their bed clothes, but rather to ‘dress appropriately’.

Mother created a campaign that shows mums dropping their kids off at school and running errands in their matching silk two pieces and patterned robes.

It is the first work by Mother for the brand, designed to promote Vauxhall’s new SUV, the Crossland X, referred to as the mums’ ‘jam jar’ in the spot. It is a move away from the generic SUV ads of yore, with a music video-esq TV slot directed by Jake Nava. Fashion photographer Rankin shot the stills for the campaign.

The campaign also features a content partnership with Channel 4, which will star the actors Jessica Hynes and Sally Phillips discussing what life is like as a mum, in short, humorous videos.

The campaign focuses on the mums themselves, not the car they are driving. They are hardworking, busy and dressed in their pyjamas, and they are doing all these things with a degree of swagger that can’t be stopped. It celebrates mum’s devotion to their families, with a bold, interesting creative idea that puts Vauxhall as the car of choice for these confident women.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

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