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SUHANA GORDHAN: Celebrating genuine motherhood without overt sentimentality
Brace yourselves. It’s that time of year when you’re served full portions of Mother’s Day ads decked out with pink flowers and rolling ribbon typography. They smell like Viola soap and ylang ylang bath salts and they offer full body exfoliations or mani-pedis, as we like to call them. For decades we’ve been showered with tired patterns of meaningless, messy advertising that is meant to honour mom — the first woman you know in life. So, when brands break that pattern and create communication that displays their real understanding of what it means to be a mom, it’s as refreshing as a newborn sleeping through the night. Proctor and Gamble did it a few years ago with a really powerful and moving tribute to the role moms play in a child’s success. They made a rousing commercial that tells the universal story of dedication and investment in your child’s talents. The ad ends with the line, "the hardest job in the world, is the best job in the world". Locally, not many brands have been brav...
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