Westfield targets mums in campaign it says ‘steers clear of stereotypes’
Westfield has launched its autumn campaign targeting their core demographic of “mums”.
The tagline for the campaign is ‘Whatever your priority, you’re ours’ and shows women putting on lipstick, playing with children, cooking, watching kids play sport and having wine at a dinner party.
The campaign was created by Sibling Agency and is backed to The Prestures’ ‘Is This How You Feel?’
Dana Ridge, head of content at the Scentre Group, said Mums are the core of Westfield.
“With Easter, school holidays and autumn’s crescendo, Mother’s Day, falling within the season, we not only wanted to support mums, but celebrate them. Steering clear of stereotypes, we wanted to show how she effortlessly switches between roles, from cooking with the kids and experimenting with the latest fashion, to catching up with her mum tribe – all while still staying true to herself.”
The campaign is running across social, catch-up TV and across the Westfield SmartScreens and SuperScreens.
Credits:
- Sibling Agency
- Managing Director: Mandy Galmes
- Head of Creative: Jennie Ko
- Art Director: Roberta Cicerone
- Head of Production: Elissa Maine
- Group Account Director: Sarah Hazen
- Senior Account Director: Caz O’Neil
- Media Director: Brett Carson
PR Director: Laura Barette - Head of Studio: Grant Hendren
- Production Company: Photoplay
- Director: Jasmin Tarasin
- Producer: Emma Thompson
- DOP: Chris Miles
- Editor: Gabriella Muir
- Post Production: ALT VFX
- Photographer: Corrie Bond
- Stylist: Nicole Adolphe
- H&MU: Claire Thomson
- Production Company: Jack Nimble
- Content Creative Director: Adam Wise
- Content Creative Director: Angus Mullane
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How deluded are you???
Black mum with rhythm dancing around house
White soccer mums watching kids play sport.
And they are just the first two scenes in the ad.
Steroetypical beyond belief.
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I don’t know about you but I most certainly like to cook while wearing an off the shoulder crochet designer jumper, dancing coquettishly to-camera, listening to music, in full make up, whilst stirring my Pumpkin Liquid, ready for the kids to wolf down without complaint before I head off to my $500 dollar a head banquet in Rose Bay with my other friends all with kids. On a Tuesday. Because, you know, normal life.
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So it completely and utterly stereotypes women in every shot as confined to the domestic sphere?
I am staggered that so many women were involved in the creation of this atrocity.
“Mum tribe” – good fucking god.
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This is the worst most tone deaf thing I’ve seen this year. What saves it is that it’s so boring no one will notice how offensive it is.
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Was this made from stock footage?
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… our advert has it ticked off.
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Jesus. This is everything wrong with Australian advertising in 30”. This fake model world is so out of date. A bit like the Maccas summer thing.
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I also note that no Planner has put their name to this nonsense.
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I literally only came to this article to read the snarky comments, and they did not disappoint.
Well done all.
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