Between the Mumu Duster and the Disgusting Ads: A Review of 2018 Int. Women’s Day Online Ads
The International Women’s Day marked globally marked on the 8th of March has become one single day in the annual calendar of brands and corporate organisations to show some respect to mothers, easily key influencers and primary target group for numerous products, brands and services.
The 2018 edition of the Women’s day celebration took place a couple of days ago precisely March 8, the day witnessed an unprecedented credit and accolades being showered on our womenfolk – mothers in particular.
In Nigeria, the story wasn’t any different. Organisations – brand owners and agencies alike literally rolled out the drums albeit softly, to celebrate our mothers. In some instances, the creative shouting to high heavens (creatively) acknowledges the yeoman’s roles mothers play in shaping the future of children for the better and for the good of the society.
A few others though somewhat “dumb” deserves a pat on the back for taking the commendable initiative, to thank our mothers for the unending ‘thankless’ jobs from generation to generation.
Focusing on such works flighted on social media especially Instagram, Editor’s picks (our sole prerogative) display a mix of agencies and brands. Yes, there were show stoppers and there were run of the mills!
From the agency angle, two outstanding materials were picked for this review. Incidentally one is an old “war horse”, a reliable creative fire power while the other, a new kid on the block, didn’t disappoint either. In fact, its simple work, is striking.
Between the Mumu Duster, Alignment tool and the Head Straightener
Yes, “ageless” SO&U led by Udeme Ufot goes into its creative arsenal. A lot of time, attention and resources would definitely have been dedicated to the SO&U 2018 Women’s Day Campaign. With about six materials in the campaign all dove-tailing into generating interesting conversation as each reader is expected to have in his archive at least one unique story on any of these missiles. Viewing mothers from the disciplinarian perspective, the materials ask readers to tell their mothers’ favourite “tool” in calling them to order in those days!
The concept of the materials speaks volume, printed on seemingly “ faded and jaded” material bringing back old memories when mothers held sway over the lives of current decision makers. Like a well rehearsed play, the “missiles and their uses” mostly cuts across.
The works include the broom coded as “Mumu Duster” – :introduced when a child is making a mess everywhere and needs to be reminded who the real boss of the house is”, the spatular described as “Alignment tool” –“deployed when a child has brought unforgivable level of disgrace to the family”; or the “Brain Resetter” – konk or knock, “launched immediately a child veered off common sense …guaranteed to make the message appear in 3D”.
The collection’s funny, humorous and nostalgically relevant. The vivid pictures coupled with the “product description and uses” bring back images. You’ll want to read all the copies, fantastic pieces of work.
The Hook’s First Disgusting Act
Another show stopper is a solo creative by an up-coming agency, I guess. The agency according to the tag, goes by the name “The Hook”. The Hook’s work for 2018 International Women’s Day tagged “The Disgusting Ad” portrays just one of the many disgusting works a mother does with love in bringing up the child. One of such is cleaning the child’s nose (mucus) with her bare hand, sometimes using her mouth in a sort of “mouth –to- nose extraction to free the baby’s nasal passage with in a bid to avoid arming the “delicate nose”.
The copy is sharp, direct and works on the emotion of the reader to remind him of the role of mothers in bringing up the child. The image is highly disgusting as the headline suggests but it works wonders on the emotion of the reader and better appreciates mothers than any other ad in the 2018 Women’s day collection. “…the one that sucked your mucus. A lot. With her mouth…”, the body copy reads in part.
The layout’s while background lends support to the vivid image (mucus on the hand) as The Hook’s hook for emotional connection with the day, womenfolk and the reading public in general. The choice of picture and other elements make a perfect whole. Nice, nice and commendable outing for the team.
Not much is known about the company, findings online reveals The Hook has its office in the Lekki axis of Lagos but has no one “popular or big name” as founder rather, its website describes it as a Creative Solutions agency led by a quartet of Toheeb Balogun, Sam Ochonma, Adebayo Owosina and Akinwale Muse as founding partners. More about this hidden creative shop!
All the same this is a good way to start. Good work.
MTN’s World No. 1 Fixer
On the brand side, MTN as usual did not fail to yet again register its unflinching support for women during the 2018 International Women’s Day. The multiple materials in the campaign can be accessed just by swiping on the first. Four in all this time around, the first is aptly tagged “Celebrating World’s No 1 fixer”, another has the headline “She ends riots with one stare”; “Her voice brings calm to generations”, and “She puts out fire with her bare hand”.
With three creative agencies and at least one digital agency at the telecoms company’s disposal, it becomes difficult to intuitively point-point, who “dunnit”?
The leading ICT company’s side bar message reads “mtnngToday we celebrate our #WonderWoman She’s all these and more… #HappyMothersDay to all mothers around the world…#MyWonderWoman. The covert intention of the all the materials is to make the reader to call his/her mother and show her love as “Have you called mum today?” is a common denominator in all the materials. The post has 260 likes on Instagram as at the time of filling the report.
Celebratory headlines, bold images all tells of the amazing qualities of our mothers. Nice work but isn’t as arresting as the agencies’ showcased.
Verve Card: NOTHING can Repay Mama’s Love
Verve card in its dominant royal blue presents almost a blank ad save its terse copy “You can buy anything with a Verve Card but NOTHING can repay her love. Happy Mother’s Day”, the company’s card and logo.
The blank space, almost two-third upper part of the page speaks volume in appreciation in appreciation of women. It speaks to the readers imagination on the quantum of mother’s love to a child.
Sadly this impressive work has only 42 likes and very few comments as at filling this report. This indirectly casts aspersion on the over hyped social media power especially in relation to advertising or was material just being snubbed as it tends to be snobbish in itself? Still prefer this untagged material over the former!
Women as Manufacturers A la GTBank
Don’t know who created this material. It’s like taking the SO&U materials to from the surreal to the actual. And gtbank in its side bar message goes … “If you have made it in life without the help of a mother, then don’t like this post, don’t share it or tag a mother. Don’t appreciate them!”
With the tag “Made by Mums” the GT Bank creative for mother day see women from the angle of a manufacturer. An ecstatic mother and child picture image tells of the satisfaction and joy embedded is such relationship where mothers play their roles of molding the child and home.
The body copy says “From nourishing people all over the world with affection, love and selflessness to nurturing great institutions with passion, commitment and hard work, the most beautiful things of life are made by women”.
Beyond the others, this material takes a two-prong approach in appreciating women – women on the home front and in the corporate world.
The call to action continues, “But if you have felt the love of a mother if you have benefitted from her sacrifices to make you somebody in life, today especially is a perfect day to appreciate your wonder woman! Today, we celebrate the champions who hold the world’s toughest job. Happy Mothers Day! It leads the pack with 577likes as at our last view.
9Mobile Nothing Compares to the Fullness of a Mother’s Love
9Mobile through its agency, 141-Worldwide deploys cartoon to showing respect to the woman world over on this day. The only agency and material with such approach! Simple and impactful though the material isn’t out of the ordinary, however, it sufficiently establishes that the woman towers above others in her onerous responsibility to the family. So she deserves to be loved and appreciated.
9mobileng side bar for this posting on instagram says: “The fullness of a mother’s love is truly incomparable. #HappyMothersDay from all of us at @9mobileng #mothersday #mother #9mobileCares” coasts home with 269 like
Break the “Bulb” and Get the trouble
Peak milk, a product of Friesland Campina Wamco also in a nostalgic mode celebrates women and Nigerian women in particular, as the brand joins likeminded brands to shower encomium on the women fold.
As a brand with core of its target audience being women, figuratively and silently too talks about the mothers roles as “doctors and healers” as the short body copy confirms, “It’s a mother’s thing”.
Aside the main message of the mother’s thing, Peak Milk’s side bar message on the posting takes a cue frm the SO&U’s mummy’s stern moments, “We all definitely have tales to tell about this lantern! And the precious glass ‘bulb’ got many people in the trouble”. It’s a women’s thing though, if you ever broke one, you’ll probably reminiscence on the “trouble” being talked about in this copy.
The feedback loop asks readers to share their interesting lantern story through its #ItsAMothersThing
#PecadomoMothersDayFest. The post has 155 likes to its credit. Although, we couldn’t trace the agency behind the work, its an average piece of work.
One needs not be hard on the ‘’Disgusting Ads’’, no. The intention of both the striking works and the run of the meals are obviously the same – appreciate the women fold. All reviewed copies did this and beautifully too. Hence, they all deserve some patting on the back. If anything, the good intention deserves double thumbs up. It’s all a press for progress as the theme of the 2018 International Women’s Day says.