The idea of mom is a powerful message. She is someone we all know. She is someone we can connect with. She is someone who gives us unconditional care and support from day one of our lives. She’s been there since our very first breath. The emotional connection and love people have for their mother is universal, cross-cultural. We don’t need language to know how important mothers are in our lives.
Pampers has utilized mothers to promote their diaper brand. In Japan, Pampers released a commercial featuring real-life mothers, not actors. The commercial is in Japanese.. I don’t know Japanese, but the message still think of my mom. I watched in a second time with English subtitles (lucky for us that YouTube let’s us do that), and then I began to cry. I definitely recommend you watch the commercial.
The commercial begins with different moms bringing their babies to the doctor for the “first birthday” check-up. The doctor asks them what their experiences were for the first year of being a mother. Not only is it the first year of being born for the babies, but it is also the mom’s first birthday of being a mother!
That’s not the [only] part that will make you tear. As the mothers leave the appointment, their husbands surprise them to celebrate their first birthday of being mommies! I won’t get too into it, because you HAVE to watch it for yourself.
Pampers isn’t the first to use mom’s to build positive, emotional associations between consumers and their brand. Hallmark has done it too through #worldstoughestjob.
Both commercials are evidence that mothers are successful in promoting brands and products. Whether it is an American or Japanese commercial, there’s still a tear in your eye when using moms in advertisements. Using real people, rather than actors, is more relatable. Commercials like these bring the consumer into the situation. Consumers can see themselves in these situations; their lives are reflected in those commercials.