Whether it's your first celebration of Mother's Day or your fifteenth, you might anticipate being treated to breakfast in bed, a brunch out, an adorable handmade card from your kid, maybe flowers from your partner. Every mom's experience of the holiday is sure to be different. But there's something about the day that's rarely acknowleged is the fact that, for many, Mother's Day starts at the crack of dawn! Because every day starts at the crack of dawn, when your L.O. wakes up in the middle of the night needing you.
For Mother's Day 2017, Pampers wanted to recognize that fact with a super-subtle, but meaningful ad. The diaper brand shared it to their Facebook page early Sunday morning, writing, "If you're awake right now, we have a message for you."
Check it out:
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Nails it! Of course, Mother's Day is about paying tribute to mothers for everything they do. And there's so much that deserves acknowledgment. But highlighting the fact that they're often the ones doing the hard work of parenting, from cuddling to diaper-changing, in the middle of the night, is, in and of itself, important — not to mention, heartwarming.
Explaining the inspiration for the ad, Andrea Zahumensky, Pampers' Brand Director, North America Baby Care, shared, “A mother never forgets her first Mother’s Day. This year, to capture that special feeling, Pampers wants to be among the first to wish moms a Happy Mother’s Day. The campaign is based on the insight that being a mom is a 24-hour job. Moms are often soothing, feeding, and changing baby at all hours when everyone else is asleep. In our minds, there was no better time to recognize this and be awake with her when likely nobody else is: the middle of the night."
To all moms, busy and filled with love every day, at any given time of the day, happy Mother's Day!