The creative agency Humanaut collaborated this year on a series of cards — from the funny to the risqué — aimed at mothers-in-law, and the the kids who love them.
The creative agency Humanaut is taking an edgy approach to a traditionally staid holiday this year.
Through a collaboration with Felt — a company that creates e-cards that evoke handwritten notes — the agency has created a collection of headline-grabbing cards meant to make mothers-in-law feel either very “special, or very uncomfortable” on Mother’s Day. (Sample verbiage: “Happy Mother’s Day to the Woman Who Birthed Someone I Have Sex With” and the less risqué “Happy Mother’s Day to a Mom Who Isn’t Biologically Programmed to Love Me.”)
AdWeek highlighted the cards earlier this week and praised their honesty — and their ability to stand out in a crowded field of cutesy or tired expressions of affection and love.
“They’re perfect for showing your appreciation for — and/or just being rude to — your spouse’s mom,” wrote Tim Nudd for AdWeek.
This isn’t the first time Humanaut has generated chatter for an honest portrayal of familial relationships. The agency also created “The Real Morning Report,” an online ad for Organic Valley that shows moms in their real harried morning state (as opposed to more zen-like approaches by competitors).
“There seems to be a growing disconnect between the perfect way women’s lives are portrayed on social media and in many commercials, and what our busy, hectic lives really look like,” Nicole Mydy, innovation manager for Organic Valley, told Adweek. “This campaign is less about trying to change people’s behaviors or cultural perceptions, and more about having fun sharing the stories and life hacks of our crazy mornings.”
That “get real” approach is one that is gaining traction and attracting plenty of fans — and it’s a tactic most any business owner can learn from, according to AdWeek, which last week highlighted Teleflora’s “One Tough Mother” campaign for its authentic portrayal of motherhood.
See additional Mother’s Day ads that AdWeek is highlighting for honest portrayals of motherhood—including a JetBlue campaign that rewarded parents of babies who cried on a flight.
