The Iconic pays tribute to ‘those who mother’ with Mother’s Day ad from Emotive

Online fashion retailer, The Iconic, is paying tribute to ‘those who mother’ in a campaign released ahead of Mother’s Day this weekend.

The 72 second film notes the context of the COVID-19 pandemic surrounding this year’s holiday, highlighting mothers working from home, home-schooling, and providing 24/7 care to their children. The film also contains a clip of a paramedic returning home from work and greeting her children.

The campaign is the first creative work from Emotive, which is working with the brand on a project basis.

On Youtube, the film is accompanied by a message also acknowledging the dads, grandparents, aunts, uncles and friends that mother, and those who long to be mothers.

Alexander Meyer, chief marketing officer, The Iconic, said: “Working with Emotive to bring our vision for Mother’s Day to life has been great, since we were able to align deeply and take a truly cross-collaborative approach to this project. Being a parent is one thing but being a parent through the current times of uncertainty is a whole other ballgame. This Mother’s Day, we want to celebrate Mums and all those who take on a mothering role across the country, for the countless hats they wear. However they are making it work in their own ways, we praise and thank them.”

Ben Clare, group creative director at Emotive, thanked the women featured in the ad.

“No gift will ever be enough to show mum how much she means, but The Iconic is a pretty good place to start. We’re very thankful to all parties involved, especially the wonderful mums who are featured, in helping us bring this work to life in the current circumstances,” he said.


Music Credit
Music Track: “Like Only A Mother Can”
Written & Recorded by Lola Scott
Licensed courtesy of BMG Australia

Video Credits

Client: The Iconic
CMO: Alexander Meyer
Head of Creative: Fiona Murchison

Creative Agency: Emotive
CEO: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Sarah Clifton
Group Creative Director: Ben Clare
Executive Producer: Hayley-Ritz Pelling
Production Coordinator: Anna Burch
Editor: Corey Farrell


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