For U.K. Mother's Day yesterday, Nationwide created an emotive one-off spot that was the culmination of a social media campaign it's been running asking people to submit comments about their moms, and then turning them into poetry.
The bank, via agency VCCP, encouraged people to take to Facebook and Twitter to post about something they got from their mums. (Examples given included "quirky habits" or "old fashioned values," "sparkles," "gin," "French films" even Stoke City Football Club.)
Posts were fed into VCCP's live newsroom, where they were then turned into poems written live on site by spoken word artists. Over 50 poems were written over three days and sent back to sons and daughters across the country to give to their moms. A select few were turned into short films, performed to camera by poets.
In the one-off TV spot, aired yesterday, we see the live reaction of Mo, a mother in Belfast, to a poem written especially for her by Laurie Ogden with the help of Mo's son, Gavin and performed by Ogden in Mo's home. The spot, directed by Jim Thornton and Greta Wynn Davies in-house at VCCP Kin, was filmed on Saturday morning, the day before Mother's Day, and then edited, sound designed and graded overnight. It's touching, funny and might bring a tear to your eye.