In order to campaign for Mother's Day this year, the flower wire service Teleflora decided to create an uplifting ad that celebrates all the various roles and responsibilities that mothers have.
While most mothers offer plenty of love and support to their children, they do a lot more than that. In a culture that often requires mothers to work both inside and outside the home while also being the primary caregivers of their children – mothers are more than just "supportive," they are tough. The Teleflora ad highlights this fact with its powerful campaign set to a speech by the football coach Vince Lombardi. The ad reveals mothers in various circumstances – at work, in the military, protecting their children and giving birth – all emphasized by the brand's accompanying '#onetoughmother' hashtag.
This campaign highlights the importance of viewing the contributions of women and mothers as dynamic and significant rather than having them pigeonholed into a stereotype.
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