If there’s anything marketing tells us, it’s that the most successful campaigns stem from human connections. And what better time to forge human relationships than on Mother’s day?
And since Mother’s day is only 2 days away, we’ve created a second edition of our Mother’s Day article and assembled 6 more campaigns that have symbolically reminded us to cherish our moms on this heart-felt day over the years . . .
Jude Benhalim: A Reminder That Moms Are More Than Just Parents
In 2020, famed Egyptian jewelry designer Jude Benhalim launched an inspiring Mother’s day campaign showcasing how moms leave imprints in our lives far beyond good table manners. In the advert, Jude reveals that she had been working with her mom for 9 years while collaboratively leading the graceful jewelry brand. And for mother’s day, Jude decided to honor her mom’s efforts and guidance by making her design a Mother’s day jewelry piece.
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What was intended as an honorary gesture turned into an entire collection fueled by Jude’s admiration of her mom; as both a parent and business partner.
Azza Fahmy: A Tribute To All Mothers; Not Just Our Own
Coming in as our second female-led jewelry brand, Azza Fahmy also paid tribute to Mother’s Day in 2021; but with minimal emphasis on jewelry. Featuring famed Cairokee lead singer Amir Eid, the advert showcased Eid reflecting on the resilient women who had surrounded, inspired, and affected him greatly for years to come.
Having been taught invaluable life lessons by many female figures, Eid paid homage to his own mother, of course, her caregiver, his mother-in-law, sister-in-law, and his wife. What one may conclude from this heartfelt ad is that all women craft a part of our personality; and we should honor them at every given chance.
Telecomm Egypt (WE): Treat Your Mom for A Change
Among all the adverts listed here, this one in particular cleverly leveraged the modern-day Egyptian humor we see among families and children. Featuring a teenage boy sweet talking his mother for some pocket money, Telecomm Egypt humorously delivered the message of treating our mothers for a change instead of constantly asking for favors.
Through this campaign, WE introduced its latest mother’s day offering: free dial minutes, and cellular data packages for half the price of her wi-fi package. A synopsis for this campaign? Every once in a while give back to your mom in any way possible.
Zanussi: A Thank You Ballad For Hard-Working Moms
In 2020, Zanussi Egypt released a Mother’s Day tune with a simple message: saying thank you to all mothers. With upbeat lyrics narrating all the sacrifices mothers do for their families, the advert showed two kids acknowledging their mother’s never-ending efforts all while growing up.
Aside from the cheerfulness of the campaign, the true beauty of this advert lies in its lyrics; as they seamlessly conveyed excellent examples of a mother’s duty to her kids and families.
Misr El Kheir: Reuniting Mothers with Their Children
Among the most heartfelt Mother’s day campaigns we came across was this 2020 ad by the famed Egyptian NGO, Misr El Kheir (MEK) Foundation.
Founded in 2007, MEK is primarily responsible for the social development of Egyptian individuals across several manners: health, education, scientific research, social solidarity, aspects of life, civil associations development, and integrated developments. And among its honorable endeavors was releasing 2000 mothers from financial liabilities and debts through community donations.
Instead of capitalizing on a tragic narrative as some NGOs do, MEK used an appropriate amount of humor for its cause. Using comically infamous statements mothers say on a day-to-day basis, the advert evoked compassion for all those living without a mother’s presence nearby and urged action to relieve them from this unfortunate living situation.
Jotun: No Matter What, We Wouldn’t Want to Stop Hearing A Mother’s Advice
Coming in last on our list but certainly, among our favorites, is Jotun’s Mother’s day campaign which once again proved that humor is the gateway to a successful campaign. Featuring Egyptian moms and daughters, the ad achieved instant relevancy among its audiences once these women began relaying their mother’s comments, instructions, and in some cases, advice.
But, much like all of us, these women soon realized as much as their mom’s comments could at times be vexing, they could never want or imagine a day without them.