This beauty brand’s stormy tale of parenting may have just won Mother’s Day
‘Tempest’ for O Boticário acknowledges the most challenging and loneliest phase of motherhood
Editor's Pick
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.”
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Credits
- Date
- May 10, 2024
- Client :
- O Boticario
- Agency :
- AlmapBBDO
- President & CEO :
- Filipe Bartholomeu
- CCO :
- Luiz Sanches
- CCO :
- Pernil
- Executive Creative Director :
- Fernando Duarte
- Executive Creative Director :
- Henrique Del Lama
- Creative :
- Áurea Ramon
- Creative :
- Giullia Abreu
- Creative :
- Igor Cabo
- Creative :
- Pedro Hefs
- Audio Visual Production :
- Diego Villas Boas
- Audio Visual Production :
- Juliana Henriques
- Audio Visual Production :
- Aline Silva
- Liaison :
- Camilla Massari
- Liaison :
- Andressa Duo
- Liaison :
- Bruna Defelippe
- Liaison :
- Thais Guarlotti
- Liaison :
- Kayuan Fernando
- Planning :
- Rita Almeida
- Planning :
- Daniela Ferrari
- Planning :
- Julia Martins
- Media :
- Rafaela Alves
- Media :
- Mariana Areia
- Media :
- Suellen Kiss
- Media :
- Yasmin Baffa
- Media :
- Camila Lopes
- Media :
- Patrick Novaes
- Media :
- Letícia Strada
- Image Production :
- MyMama Entertainment
- Director :
- Kid Burro
- Creative Assistant :
- Luigi Madormo
- 2nd Unit Director :
- Ana Valente
- Producer :
- Andre Pinho
- Producer :
- Mayra Faour Auad
- Producer :
- Gabrielle Auad
- Executive Production :
- Joao da Terra
- Coordination Manager :
- Joao da Terra
- Executive Producer :
- Mafe Cicaroni
- Executive Producer :
- Pati Caldas
- Client Services :
- Silvia Neri
- Client Services Assistant :
- Rafael De Paula
- DP :
- Bibi Bianchini
- 2nd Unit DP :
- Dariely Belke
- Art Director :
- Taísa Malouf
- Production Manager :
- Luciana Oppido
- 1st A.D. :
- Juliana Pellegrino
- 1st A.D. :
- Amanda Barros
- 2nd A.D. :
- Danielle Pedroso
- Coordination Assistant :
- Paulo Marco
- Coordination Assistant :
- Victoria Mazzia
- Coordination Intern :
- Helissa Fernandes
- Head Electrician :
- Alonso de Melo
- Best Boy :
- Rodrigo Augusto de Melo
- 2nd Unit Camera Operator :
- Dariely Belke
- 1st Assistant Camera :
- Mauro Imperatrice
- 1st Assistant Camera :
- Patricia Gimenez
- 2nd Assistant Camera :
- Parvarti Louize
- 2nd Assistant Camera :
- Jeferson Lino
- 2nd Unit 1st Asst Camera :
- Jorge Dayeh
- Video Assist :
- Pedro Henrique Silva
- 2nd Unit Video Assist :
- Beatriz Brandão
- Direct Sound :
- Samuel Braga
- Assistant Art Director :
- Maria Vittoria Lunardelli
- Art Producer :
- Matheus Carvalho
- Art Production Assistant :
- Marcio José da Silva
- Prop Production :
- Sergio Heineck
- Prop Assistant :
- Lina Monteiro
- Producer :
- Gilberto Zanzanelli
- Production Assistant :
- Sara Serra
- Production Intern :
- Gregorio Azevedo de Assis
- Stagehand :
- Kaio Monteiro
- 2nd Unit Stagehand :
- Murilo Simeão Borges
- Casting Producer :
- Alice Wolfenson
- Casting Producer :
- Neto Avena
- Cast Preparer :
- Iléa Ferraz
- Cast :
- Fabiana Daud
- Cast :
- Sam Sabba
- Cast :
- Alcides Peixe
- Cast :
- Davi Barroco
- Cast :
- Thiago Moraes
- Cast :
- Antonela Barbieri
- Wardrobe Producer :
- Nina Guimarães
- Wardrobe Assistant :
- Isadora Binotti
- Wardrobe Assistant :
- Kim Helena Andrade
- Makeup and Hair :
- Jaqueline Leandro
- Makeup and Hair Assistant :
- Eline Soares
- Makeup and Hair Assistant :
- Lucas Gomes
- Product Producer :
- Miranda Gibin
- Special Effects :
- Bruno Steger
- Special Effects :
- Pará Movimentos
- Mechanical Effects :
- Vagner Martão
- Researcher :
- Julia Pellizzer
- Researcher :
- Pietro Godinho
- Director :
- Yago Sagrado
- Camera and Equipment :
- João França
- Direct Sound :
- Alexandre Turina
- Stills :
- Patrick Rodrigues
- Post-production Coordination :
- Fezão Barbieri
- Editor :
- Danilo Abraham
- Post Production :
- Diogo Beber
- Making Of … Post Producer :
- Raphael Tarso
- Post Assistant :
- Vitor Torres
- Post-Production :
- Nash VFX
- VFX Supervisor :
- Cirilo Bonazzi
- VFX Set Supervisor :
- Luiz Fernando Tavares Alves
- VFX Artist :
- André Neumann de Deus
- VFX Artist :
- Cirilo Bonazzi
- VFX Artist :
- Luiz Fernando Tavares Alves
- VFX Artist :
- Rafael Jimenez
- VFX Artist :
- Rafael Henrique Penteado Assoni
- VFX Artist :
- Renata Ramos Prad
- CG Lead :
- Fagmario Rodrigues
- CG Artist :
- Tomás Piccinini
- Producer :
- Flavia Gannam
- Producer :
- Virgini Fares
- Post Production Coordinator :
- Gabriel Bittencourt
- Color Grading :
- Clandestino
- Colorist :
- Alexandre Cristófaro
- Colorist :
- João Paulo Geraldo
- Assistant Colorist :
- Luiza Freire
- Conform :
- Lira Kim
- Liaison :
- Elciane Magda
- Coordination :
- Gabriel Alvim
- Financial Affairs :
- Silvia Dotta
- Image Supervision :
- Alexandre Cristófaro
- Audio Production :
- Satélite Audio
- Musical Direction :
- Roberto Coelho
- Musical Direction :
- Kito Siqueira
- Musical Direction :
- Hurso Ambrifi
- Liaison :
- Fernanda Costa
- Liaison :
- Renata Schincariol
- Liaison :
- Daniel Chasin
- Musical Production :
- Roberto Coelho
- Musical Production :
- Hurso Ambrifi
- Musical Production :
- Charly Coombes
- Musical Production :
- Thiago Colli
- Musical Production :
- Alexandre Avicena
- Musical Production :
- Pedro Pelotas
- Musical Production :
- Nando Diniz
- Post :
- Carla Cornea
- Post :
- Vithor Moraes
- Post :
- Arthur Dossa
- Post :
- Esteban Romero
- Production Coordinator :
- Camila Guedes
- Production Coordinator :
- Letícia Oliveira
- Production Coordinator :
- Bea Vieira
- Production Coordinator :
- Mariana Tardelli
- Approval :
- Renata Gomide
- Approval :
- Marcela De Masi
- Approval :
- Giovana Orlandeli Sampaio
- Approval :
- Lígia Monteiro
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