The approach proved to be more complicated, Mason said, because some solid candidates weren’t available to license or the IP owners couldn’t be located. But the team, working with Catch+Release, eventually found what they believe is a representative sample of moms and kids and the natural mashup of joy and pain at various milestones.
“We wanted it to feel relatable,” Mason said, “and for women across the country to be able to identify with someone in the spot.”
‘Love Out Loud’
The ad brings the message full circle and promotes the brand’s fresh flower bouquets with its closing line, “This Mother’s Day, let her know you never left.” The agency used a real-life mother and son for the final frames, shot on an iPhone to match the DIY quality of the ad.
Mason called it a “mom-powered campaign,” since she and many others involved in the work have children of their own and were fixated on each detail—from the background music to the sound design.
“The Hardest Part” continues the brand’s “Love Out Loud” theme, which means to tell unconventional love stories like the Valentine’s Day spot starring a standout teacher and her third-grade class.
The new campaign will get wide media distribution, with Teleflora returning to TikTok after its February campaign performed well there. The hero and cutdown versions will also appear on YouTube, Facebook, Instagram, connected TV, digital and mobile.
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