This beauty brand’s stormy tale of parenting may have just won Mother’s Day

Motherhood isn’t all endless loving moments, graceful responses to challenges and an unbreakable bond with a child. Eventually the time arrives when, especially during adolescence, the relationship between mother and child is difficult, strained and takes work. This push and pull are artfully depicted in Brazilian beauty brand O Boticário’s Mother’s Day campaign from AlmapBBDO. The four-minute film called “Tempest” likens the relationship of a mother and teen son—as they redefine their roles in each other’s lives, to a raging storm in the middle of a sea. It’s set to the tune of Billie Eilish’s “When the Party’s Over.” Running parallel with a heated argument, turbulent scenes echo the challenges of adolescence—both for the child who wishes to find his independence, and the mother who struggles to understand him. The campaign beautifully illustrates both the overwhelming love and patience of mothers, and the need for support, affection and acceptance toward both moms and teens at that stage of their lives. It is a refreshing take on Mother’s Day, which is often characterized by idealistic advertising that portrays happy relationships with mom. Also read: Mother’s Day 2024—how brands are honoring moms “In this campaign, we’re looking to call attention to what’s widely seen as one of the most turbulent and loneliest stages in motherhood, and which often doesn’t get as much attention as it ought in the conversations around Mother’s Day,” said Marcela De Masi, executive director of branding and communications at Boticário Group. “That’s why we’re encouraging in-depth dialogues and reflections so that mothers can identify and, hand in hand with their children, embark on a path of mutual rediscovery, trust and growth. After all, motherhood is an experience that’s lived day by day, throughout every stage of life.” “Tempest” involved over 200 people and nearly 30 hours of shooting, and included a sustainable initiative by production company My Mama Entertainment and Eccaplan. AlmapBBDO declined to share the cost of production or the rights to Eilish’s song. “Apart from the directing, photography and the casting of truly rarefied talent here in Brazil, the soundtrack was the cherry on top. Billie Eilish released ‘When the Party’s Over’ when she was just 16. Nothing more appropriate for a film that's a head-on examination of the challenges and the angst of adolescence,” Marco Giannelli, chief creative officer at AlmapBBDO, told Ad Age. “The song’s introspective mood, powerful lyrics and emotion-charged vocals really helped bring an atmosphere of both magic and authenticity to the film.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

This beauty brand’s stormy tale of parenting may have just won Mother’s Day

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