Brawny, Ann Taylor, P&G Use Martech to Say Happy Mother’s Day

Posted on by Patty Odell

When you put Snapchat Spectacles on children, the results are simply adorable.

Paper towel maker Brawny and its agency Cutwater created a spot by putting Snapchat Spectacles on toddlers and  letting the film roll. The scenes show bloodied knees, puddles of paint, little hands being washed and spilled milk—all with mom coming to the rescue.

The spot is Brawny’s tribute to moms this Mother’s Day, May 14. The short film supports Brawny’s “Stay Giant” tagline, which debuted in 2015, and by using Snapchat Spectacles technology depicts the moms and “giants” coming to the aid of their children.

Four real mothers and their toddlers were chosen to star in “One a Mother, Always a Giant.”

Brawny, a Georgia-Pacific brand, has made it a point to champion women in campaign messaging and creative.

In March, the recognizable “Brawny Man” was, for the first time, cast off packaging in favor of four strong women in a campaign to support Women’s History Month. This marked year two of the #StrengthHasNoGender campaign, with each of the women featured in a video, speaking about their achievements in the traditionally male-dominated professions of science, technology, engineering and math.

The films are posted at Brawny.com and deliver a strong narrative that women can overcome personal and professional obstacles no matter what barriers they face to reach their goals and dreams. Read the article …

USA Today put together a mash up of Mother’s Day campaigns that include the Brawny campaign, one from Procter & Gamble, as well as this video from Ann Taylor, This is Our Time, that highlights women’s struggles and what unites them.

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