This entry was originally posted on 12/30/2013 on www.HuffingtonPost.com
The end of the year is usually also the time where everyone is making their annual “best of 2013” list. Not wanting to leave moms out, the www.wemothers.com team has decided to compile and share a 2013 list of nine of the most popular advertising campaigns focusing on moms (in terms of YouTube views and online buzz).
Developing advertising campaigns that truly resonate with moms isn’t easy as shown by this fact from www.m2moms.com that says that “3 in 4 (73%) moms feel that advertisers don’t really understand what it is like to be a mom.” So kudos to the brands featured here (none of which paid us, by the way) for managing to capture a genuine truth about motherhood, for striking a chord with moms and, as a result, for celebrating motherhood.
Here is the list, in no particular order — enjoy:
1. Luvs: “By the second kid, every mom is an expert.”
This Luvs diapers campaign captures in a humorous way the differences in parenting between a mom’s first kid and her second one. A very simple truth and experience every mom can relate to. “Breastfeeding,” the most popular ad of this campaign, was viewed more that 2 million times on Youtube.
2. GoldieBlox: “Princess Machine.”
Despite the whole controversy around the use of the Beastie Boys song “Girls,” this ad for GoldieBlox struck a chord with moms (and parents in general) because of its simple yet empowering message for girls. The original version with the Beastie Boys song took the Internet by storm and was viewed more than 7.2 million times during the first week.
3. Google: “Here’s to the Moms.”
This ad is Google’s tribute to moms and has been viewed over 3.6 million times on YouTube.
4. Google Chrome: “For Mom.”
This ad captures a simple moment every mom knows all too well. The original clip from <em>Family Guy</em> (“Lois Mom Mum Mommy”) generated already over 50 million views on YouTube. When used as an ad for Google Chrome it generated an additional 23 million views.
5. Elevation Church: “A New Perspective for Moms.”
Most moms might not admit to it, but they are often their own toughest critics. This ad from Elevation Church captures the contrast between the ways moms describe themselves and the way their children describe them. It also acts as a reminder that moms shouldn’t be so tough on themselves. We weren’t able to pin down the exact number of online views for this campaign but feel it is worth mentioning nonetheless.
6. ASUS VivobookL “A Mother’s Touch.”
This ad for VivoBook is based on the simple truth that a mom’s touch has the ability to make everything better. While the brand itself might not be that well known in the U.S., its ad was viewed over 1.3 million times on YouTube.
7. Oreo Cookies: “Wonderfilled.”
In order to appeal to moms, ads don’t necessarily have to “show” moms (that’s why we’ve probably left out several campaigns appealing to moms in this list). This is the case with the “Wonderfilled” campaign from Oreo Cookies which targets millennial moms and which uses story elements moms know all too well and a catchy tune. The campaign has so many legs that it is challenging to know exactly how often it has been viewed, but this “anthem” spot alone has been viewed over 800,000 times.
8. Coca Cola Life: “Parenting” (Ser Padres).
A late entry in 2013 is the new ad for Coke Green in Argentina. While this ad hasn’t been used in the U.S. it became an immediate Internet sensation here and is therefore worth a special mention. The ad depicts in a very real and genuine way the many little daily struggles every mom can immediately relate to. The ad was viewed over 4.7 million times since it was first posted on YouTube in early December 2013.
9. Fiat 500: “The Motherhood.”
“The Motherhood” campaign, featuring the Fiat 500L, was used in the U.K. but also deserves a special mention for its ability to portray motherhood in a fun, original and creative way. The rap has been viewed over 4 million times on YouTube.