Could Unilever be trying to do for Comfort what it has done for Dove with the likes of Real Beauty Sketches? The fabric conditioner brand is targeting moms with a powerfully emotive new web ad by Ogilvy & Mather that takes a look at two mothers and their relationships with their sons.
The documentary-style film reveals that one son is in prison while the other is training as an astronaut. The two moms are filmed talking about their sons, and as they are filmed traveling to meet them, we wonder which of them is going to be revealed as the mother of which son. However, the twist is that it's never revealed, and instead we are given the message "There are no good or bad mothers, as long as there is love."
Ogilvy & Mather Singapore created the film, which was commissioned by Comfort's global marketing team working with O&M London. In a statement, Yves Geisenberger, Unilever's global brand VP for Fabric Conditioners, said: "What we set out to do with this film is to take a moment to remind all mums, and society as a whole really, that, in the end, it's the little everyday things that mothers do to express their love that matter more than trying to reach perfection. Instead of adding to the pressure, we want to help restore confidence."
Unilever also seems to be walking in the footsteps of Procter & Gamble, which has earned attention for its award-winning mom efforts around the Olympics and its hilarious take on motherly obsession for Old Spice.