Brands have been busy ahead of Mother's Day 2017 which falls on 14 May.
Several films have been released for the occasion. Here are some pieces of work that have stood out from the clutter.
Agency: Leo Burnett
The film celebrates 'imperfect' meals and urges mothers to #ChangeTheRecipe.
Agency: OgilvyOne Worldwide (Bengaluru)
The brand created a 'flash song' that featured a rendition of the song, ‘Maa’ from Taare Zameen Par. Participants brought their mothers to a theatre on the pretext of watching a movie. Instead they saw their children publicly sing to them along with musical trio Shankar-Ehsaan-Loy.
Nivea's film celebrated 'mother-like' figures as it showed a conversation between a caretaker at an orphanage and a young girl just before the latter was to be adopted.
Agency: Innocean Worldwide
Hyundai released a film featuring teenagers venting against their mothers for not allowing them to drive or ride even though their friends are allowed to drive. The brand chose to 'salute' such 'old-fashion' moms.
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